Streaming has, without a doubt, transformed the music industry, with songs being accessible in only a matter of seconds. However, it has also reshaped what we define as success. In an era ruled by algorithms, a viral TikTok trend can propel a track into millions of streams overnight. The question is, does virality translate into sustained cultural impact?
It is safe to say that TikTok has become the primary engine for discovering and elevating artists. As a platform, it’s capable of both manufacturing overnight fame as well as resurfacing previous hits. “Running Up That Hill” by Kate Bush resurfaced decades after its release thanks to its inclusion in Stranger Things. Ultimately, this proved that fan engagement and algorithmic momentum can outperform brand-new releases.
Although TikTok’s responsibility for catapulting artists into the industry raises the question of longevity. Some artists are beginning to convert viral attention into sustained careers. However, many others risk becoming fleeting moments in an endless scroll. In today’s streaming age, the challenge is no longer getting heard; it is staying heard.
Crafting Longevity in the Age of Virality
A pioneering example of somebody who has turned their viral moments into sustainable fame is Chappell Roan. Her trajectory from relative obscurity to critical and commercial success is nothing short of incredible. Undeniably, she is the perfect blueprint for other artists today seeking the same cultural impact. Starting on YouTube in 2014, it took Roan 10 years to chart, proving the importance of resilience and determination when aspiring to break through into the industry.
In April 2020, she released “Pink Pony Club”. Despite the song later becoming a widely acclaimed hit, it initially was considered a flop. As a result of its poor reception upon release, she was dropped from Atlantic Records. For most, a major step back like this would act as discouragement from pursuing the dream of making it as a musician. However, this was certainly not the case for Roan. In 2022, she went independent until 2023, when she re-signed for a label, this time with Amusement Records.
The Guts World Tour and “HOT TO GO!”
A pivotal moment responsible for spearheading Chappell Roan’s success was her spot as the opening act for Olivia Rodrigo’s Guts World Tour in North America. After the opening weekend of the tour, her streaming catalogue experienced a 32% increase in consumption. Alongside this, she started receiving more attention as fans shared her performances on TikTok. Most notably, videos went viral, capturing the “HOT TO GO!” dance that she taught the crowd. This blew up on the social media platform, catapulting her from mediocre fame to viral sensation.
Fast-forward to 2025, and Roan finally achieved her first UK number one single. Despite being released five years prior, “Pink Pony Club” reached number one in the UK in March 2025, aligning with her recent win at the 67th Annual GRAMMY Awards in the best new artist category. Prior to this, her 2024 hit “Good Luck, Babe!” (which also had its fair share of viral moments on TikTok) was awarded the number 1 spot on NME’s list of the 50 best songs of 2024.
Overall, it is clear to see how viral trends transformed Roan’s career into the mainstream, and she has continued to reach new heights and affirm her status in the industry ever since. Whilst it is fair to question whether the pressure is on for her to continue this way, her constant success with each new release should kill any doubt about whether she deserves the fame that she has. In 2025, her single “The Subway” debuted at number 3 on the Billboard Hot 100, and her previous single “The Giver” debuted at number 5.
From TikTok to The Charts
Addison Rae is a perfect example of how TikTok can help launch its stars into other industries. Unlike other budding artists who have to start with no following, she had the advantage of a pre-existing fanbase. Resultantly, this raises the question as to whether, without her platform as an influencer, she would have made it successfully in the world of pop music based on her talent alone.
Addison started out as a TikTok star. Regularly, she would post dance videos and participate in all of the latest trends. Having built a following of over 88 million, her voice on the platform was huge. The question is, what happens when you decide you want this level of impact in a different industry? In 2023, she released her first EP, not knowing the success she would achieve with her new music career. The EP titled AR featured a much-loved collaboration with her friend and mentor Charli XCX on the track “2 die 4”. This relationship continued into 2024, when they joined forces again on the remix of XCX’s song “Von Dutch”. This gave Addison a promising start on her way to becoming a pop princess.
Her debut album, Addison, was released in June 2025. Three songs from the album reached the Billboard Hot 100, and the songs “Diet Pepsi” and “Headphone On” became viral hits on TikTok, boosting her streams and overall growth as an artist. Consequently, she was nominated for the best new artist award at the 2026 GRAMMYs and performed at the ceremony. It is safe to say that she has launched an incredible career as a music artist, using her influencer platform as a vehicle to help establish her name in the music industry.
How the Algorithm Revived an 80s Classic
In 2022, the Kate Bush classic “Running Up That Hill (A Deal With God)” appeared in the fourth season of the Netflix hit series Stranger Things. The song soundtracked the season’s most iconic moment and started a phenomenon on TikTok. The song has been used in over 1.5 million videos on the platform, introducing a brand new Gen-Z audience to Kate Bush’s music.
This trend is continuing into 2026 with the recent release of Wuthering Heights in cinemas. Emerald Fennell’s adaptation of the classic Emily Brontë novel has seen another spark of interest in Bush’s discography. With a song of the same name inspired by the story, Kate Bush is back in the mainstream media after a video of Margot Robbie dancing to the song on the set of the film went viral. In the video, Robbie (who plays Catherine Earnshaw in the new adaptation) recreates Bush’s iconic dance featured in the song’s music video. This clearly demonstrates the impact one viral moment can have on creating a resurgence of songs that were released decades ago. Whilst these moments have transformed the way songs can achieve success, they undoubtedly expose a new generation of listeners to much-loved classics.
The Future of The Industry
With many artists, such as Chappel Roan and Addison Rae, achieving sustainable success from their viral moments, what does this mean for the industry as a whole? TikTok is still a relatively new platform in a new age of streaming and algorithmic control. Consequently, it is difficult to predict how many other artists will follow in their footsteps. Unfortunately, there are many examples of artists who achieved a viral moment of fame, but could not make this fame last. Think of JVKE, for example. He reached incredible heights when his song “Golden Hour” went viral on TikTok, featuring in over 1.4 million posts.
However, since the moment passed, JVKE has struggled to maintain the momentum, with recent songs performing poorly in comparison. This is just one example of many who fall victim to becoming a “fad” in the industry, with only one hit in a moment of excitement.
Overall, we can conclude that, as trends change, so do our streaming habits. In today’s world, songs are often associated with a certain moment in pop culture. This makes it hard to predict what the next viral hit or resurgence is going to be. Streaming creates accessibility and ease when exposing new audiences to hits both past and present. Ultimately, we can safely say that TikTok and its moments of virality have transformed the music industry and revolutionised both how we discover and rediscover music.
