For Virality or Artistry? The ‘TikTokification’ of Songs

Wait, why do I only know the chorus…? 

You ever hear a full song and think:

• Wait, I’ve definitely heard this before… but only that bit from that one TikTok? 

Yeah, same. 

More and more, our first exposure to new music happens in bite-sized bursts. On your FYP, over a meme, or playing behind someone’s skincare routine. Every scroll gives you a new snippet to obsess over — just a line, a beat drop, or a chorus living rent-free in your head.

But when the full song plays?
It’s like discovering a hidden track.

That ohhhhh, that’s where it’s from! moment happens way more than we’d like to admit. 
And it’s not just us — this shift in music consumption is everywhere.

Which begs the question:

Are songs now being made for art, or just algorithmic virality?

TikTok is the New Radio

Once upon a time, we discovered songs on the radio.

DJs would spin the latest hits, then we’d rush to download it on our MP3s. Then came curated Spotify playlists. But now? A track goes viral on TikTok first, then climbs the charts or may even end up on a remix with a big name. 

A single viral TikTok can shoot an unknown artist into stardom before it even hits streaming platforms. 

We’re not mad at it though. In fact, most of us discover new songs by scrolling. That’s just how it is now.

But here’s the wild part: 

We’re realising we only know a song when the hook kicks in.
The rest… well, unfamiliar. Likely, never-before-heard.

Experience something similar? You’re not alone. 

Our FYPs are basically a playlist of what’s next. But it also means we’re hearing music differently — not as full experiences, but as fragments designed to grab attention instantly.

The Hook is the Hero (And Sometimes, the Only Thing We Know)

Imagine this:

You’re at a concert enjoying the vibes, but during one particular song, it's silent.

That is, until the chorus hit.
Then suddenly everyone’s belting like it was their anthem.
And… silence again.

• The crowd only knew the 15 seconds made famous by TikTok.

It’s no accident. Artists (and their labels) know the power of a strong hook. It’s a perfect example of how songs today are often built around that viral moment. Catchy lines, choreo-ready beat drops, loop-friendly, easily clippable choruses or bridges.

Not saying it’s a bad thing — but it’s definitely a shift.

A shift from storytelling through an entire song to creating a perfect viral soundbite. 

Is it still music? Yes. Is it still art? Maybe.
But it’s definitely different from the traditional idea of a song as a narrative or emotional arc. 

Hooks aren’t just catchy anymore. They’re engineered to pop off on TikTok.

Déjà Vu: Remember the Ringtone Era?

This comparison came up during a brainstorm:

• TikTok is just the 2020s version of the ringtone era.

And honestly? Facts.

Early 2000s music lived for the hook.
Akon, Soulja Boy, Rihanna — their songs had hooks so catchy, they became everyone’s ringtone. You didn’t need the whole song, just that 20-second chorus.

That 'Smack That' chorus? Basically the TikTok soundbite of 2006.

The only difference now? We’re not personalising our phones; we’re feeding an algorithm.
But the principle — capturing attention in seconds — remains.

It’s a nostalgic reminder that music and technology have always shaped each other.
TikTok just happens to be the latest remix.

Artists Playing the Game (Or Getting Played by It?)

Let’s be real — some artists produce songs specifically for TikTok. Think catchy intros, a fire line that’s lip-sync gold, or beat drops timed before the swipe.

While some embrace the trend, there are also others who stay true to their craft, only to have older tracks suddenly gaining new life thanks to some unexpected TikTok virality.

Either way, artists are adapting. Because in today’s game:

Virality = Streams = Exposure = Survival

Can you blame them though? The pressure to go viral is real — and it’s reshaping how music is made. That tension between artistry and algorithm? It’s more relevant than ever.

But here’s the thing: when you’re creating for the algorithm, are you still creating for yourself, or your fans? Where’s the line between adapting your style and sacrificing your artistry?

It’s a tough balance.
But it's one worth thinking about — whether you’re a musician or a marketer.

So… Are We Missing the Bigger Picture?

If we’re only vibing with one part of the song, are we missing the song?
If the only part of the song that resonates is the hook, are we really connecting with the music?

Are we still listening to full albums?
Do we care about the bridge?
The outro? The story? 

If anything, it's probably fair to ask yourself:

Am I enjoying this song? Or just the 15 seconds the internet told me to like?

This isn’t a rant against short attention spans or short-form music. Just a reminder that songs are full stories, and albums — whole journeys. And sometimes, that one viral moment is just the tip of a much deeper iceberg.

How we’re consuming music these days... it’s definitely something worth a second thought too.

Virality vs Artistry: Why Not Both?

Maybe it’s not a battle. Maybe great songs can have both.
Maybe the best artists know how to make something loop-worthy and meaningful.

A catchy hook and a solid story. A viral moment and a thoughtful arc.

Think of it like a movie trailer — the hook draws you in, but the story keeps you there. The good news is, plenty of artists manage this tightrope walk between virality and artistry. 

Take Lil Nas X, for instance. His whole brand is built on viral moments and memes, but then he drops a music video that's a whole cinematic experience or an album like Montero that's deeply personal.

Then you've got Billie Eilish, who can give us a chilling, instantly recognisable hook that goes viral. But then you listen to her full albums and realise the sheer depth and artistic vision behind her soundscapes and storytelling. 

The same goes for Olivia Rodrigo. Her hooks are undeniable ear-worms, but her albums are packed with raw, relatable teen angst, and incredible songwriting.

And of course, Sabrina Carpenter, who's been dropping viral bops like Espresso and Please Please Please all over our FYPs. But when you listen to her albums, you find clever lyricism and a consistent, evolving artistry that's way more than just 15 seconds.

These are the ones that get the algorithm, but most importantly, don’t forget the artistry.

In the end, music is still about connection. And if it resonates with people, algorithm or not, that’s what counts.

We’re not here to cancel the hook. We love the hook. Just don’t forget the verses too, ya feel?

The hook is the bait. But the verses?
That’s where the magic lives.

Let’s Bring It Back to Marketing — What’s the Takeaway?

Whether it’s music, memes, or marketing — today’s culture moves in moments.
Be it a viral track or a trending soundbite, people want something that hits fast and sticks.

But behind every viral hook should still be a strong message.
A solid brand story. Something that outlives the hype.

At DOX Digital, we help brands hit the right note.
Not just for the algorithm, but for real people, with real attention spans.

In a scroll-first world, your content needs both:
the hook that grabs attention, and the substance that earns it.