15-Second Hooks
Image Courtesy: @holamotomami via Instagram
Who knew 15 seconds could make or break your music career? In this day and age, attention spans are short, and songs are even shorter. With TikTok’s rise and its unique influence over the music industry, artists are rethinking how they create music. The platform’s focus on short, attention-grabbing content has led to a surge in 15-second hooks: catchy, memorable snippets designed to stop you from scrolling and get you listening — and sometimes, dancing. But as artists, producers, and labels increasingly cater to this demand, questions arise about what this means for the future of music. Are we seeing a golden age of innovation in pop culture, or is music becoming so commercialized that it’s losing its heart and soul?
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Songs that once averaged three to four minutes are now closer to two, with some artists skipping traditional verses in favor of repetitive lines and catchy choruses. These shifts reflect TikTok’s focus: immediately engaging songs. Artists and producers now aim to capture listener attention in seconds, leading to a streamlined approach to songwriting. But this change poses implications for music beyond just length. This kind of production prioritizes these hooks over depth, giving rise to an instantly recognizable sound that lacks substance. Is this creating a fast-food approach to music, where people get a quick fix and don’t think about what they’re listening to?
Music is now consumed on a track-by-track basis, with singles becoming more popular than albums. Playlists rule the industry, and TikTok pushes the most viral songs to the top of those lists. Listeners seek instant gratification, craving music that resonates immediately rather than songs that unfold gradually. While this demand can fuel creativity and encourage artists to innovate within constraints, it can also incentivize a narrower approach to making music.
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Another problem is that music’s lifespan is shorter than ever. Songs become hits within days, only to be replaced by the next viral sound within a week. Songs have even gone viral before their official releases or gain popularity years after their release, forcing artists to revisit these songs to benefit from their popularity. Take Ke$ha’s song, “Cannibal,” for example. Originally released in 2010, this song gained popularity 11 years later in 2021 through the trending TikTok dance associated with it. Ke$ha, like many other artists such as Kate Bush, chose to promote the song years after its release, raising the question of whether or not they care more about their music or marketability.
It’s no secret that in today’s music scene, going viral seems more important than depth. As artists chase virality, the commercial side of the music industry begins to overshadow creative expression. You can argue that music is becoming a product—artists catering to the whims of an algorithm instead of their creative impulses. Sticking to the formulas that have gone viral before can make songs sound indistinguishable and common.
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As TikTok’s influence grows, the music industry faces a choice. While shorter, snappier songs will likely remain popular, there’s potential for a balance where creativity and virality coexist. Artists can leverage TikTok’s power while pushing for various musical expressions, creating songs that satisfy the algorithm but still honor their art form.
Music production is changing, but whether these changes benefit the industry depends on the choices of artists, producers, and listeners. TikTok may have changed the way we create and consume music, but it’s up to the industry to ensure that music continues to inspire, challenge, and evolve.
Strike Out,
Writer: Daniela Mendoza
Editor: Dani Hernandez
Tallahassee