Full Sail University’s livestream show Taking Flight, hosted by Director of Graduate Programs Dr. Heather Dartez, aired a new monthly episode: “How Artists Can Market Themselves on TikTok (and Other Short-Form Video Platforms).”

Music Business bachelor’s grad Ethan Curtis, Founder and CEO of TikTok marketing agency PushPlay and Manager of artist JVKE, and Film Production master’s grad Isiah Goldston, Executive Assistant for PushPlay, joined Heather to discuss the importance of short-form video platforms like TikTok, and what they’ve learned from producing and analyzing content trends.

Isiah was also the first-place winner of the Full Sail Means Business Pitch Competition in 2019 and previously worked as a Copilot for Full Sail Labs.

Ethan started the conversation by mentioning the significance of the “attention economy” on short-form video platforms. “If you find things that work, stick with them. Don’t be afraid to do them over and over again.”

“When it comes to music, I challenge you to find a song on the top 100 that didn’t start on TikTok,” said Ethan when discussing the impact TikTok has had on the music industry. He also noted that at PushPlay, they are “digging into data for every video that we post.”

The guests acknowledged that staying on top of trends and understanding the algorithm is essential to creating and marketing short-form content. But creators should also focus on staying genuine to themselves and their brand.

“[Content] has to look authentic. It can’t look like a promotion,” advised Isiah. But looking authentic isn’t always easy, especially when dealing with a newer brand or artist that’s “testing the waters” with their online presence. “It takes a lot more time [with new brands] because we have to figure out what’s working in that space.”

“Creating content that is genuine to you… is important,” agreed Ethan.

But while TikTok may sometimes feel like a “quantity over quality” platform, Isiah is quick to note creators should still strive for videos with a high production quality to help build a consistent following. “A couple of ways to stand out are that you can have quality lighting… and quality sound,” he suggested.

Ethan also encouraged listeners to not shy away from recreating TikTok trends and take inspiration from popular creators: “Mimic until you’re a master.”