A growing number of artists aiming to establish themselves in the music industry are turning to TikTok, where a viral song can get the attention of record labels and agents.
But TikTok fame can only get you so far.
Take rising country music artist Tayler Holder, who has 24.4 million combined followers on TikTok and Instagram. After spending two years in Nashville to focus on his music, he now wants to move beyond being known as a TikToker.
One way that Holder and others are trying to gain recognition is through showcases, which are curated events where artists perform live in front of industry professionals, including talent bookers, music supervisors, label executives, and media representatives. The goal of showcases is to meet attendees who are talent bookers, radio DJs, and music executives looking for people to play festivals or get on the radio. In September, Holder attended a three-day showcase called Elevation Beaver Creek that took place in Beaver Creek, Colo. He performed in front of various music executives with hopes of staying top of mind.
Bobbii Jacobs, president of FF Entertainment, which organizes showcases like Elevation Beaver Creek and Live In The Vineyard, the goal is to match up music executives with the right type of talent.
“You showcase, and then you schmooze and hang and get to know everyone,” she said.
@itstaylerholder McHenry IL, thank y’all so much!! Long Beach CA and Russelton PA i’ll see you guys on Sep. 21st and 28th! Tix 🔗 in bio
In one example, artist Charlotte Cardin’s song was featured in an episode of Netflix’s Love Is Blind after meeting music supervisor Jon Erst at another showcase called Live in the Vineyard that Jacobs’ company produces. And Bebe Rexha’s music was featured in an episode of Pretty Little Liars as a result of meeting music supervisor Brittany Whyte from an event.
ADWEEK spoke to Holder about why he chose to participate in the showcase.
This conversation has been edited for clarity and brevity.
ADWEEK: Where did your interest in music stem from?
Tayler Holder: I’ve always loved music and instruments. I started playing guitar when I was 10. My grandma got me my first guitar when I was 10 years old, and I just kept learning how to play it.
I was always into music, but I honestly could not sing. When I went out to social media, I became more successful in that realm. I got to meet other artists who were out there and met producers and songwriters, and they all helped me out a little bit.
