TikTok and YouTube could fill a gap for musicians as space shrinks on late-night TV
When CBS ended The Late Show With Stephen Colbert earlier this year, it also shuttered the program’s robust music offerings—a blow for artists whose television platform was already dwindling. Performing on late-night has historically been a unique avenue for musicians hoping to access new audiences—think of a rising Chappell Roan on The Late Show or The Beatles on The Ed Sullivan Show. But when…
The decline of late-night television performance slots has left a void for emerging musicians seeking exposure. Other platforms like TikTok and YouTube have emerged as potential alternatives to provide musicians with opportunities to connect with new audiences. Bands like Future Islands gained significant exposure after performing on David Letterman's Late Show in 2014, which helped them break through and gain a larger fanbase.
However, the limited availability of performance slots on late-night shows makes it increasingly difficult for independent artists to secure these opportunities, as they have to compete with more established acts. Emerging artists have turned to online platforms like TikTok and YouTube to gain visibility and build their fanbase.
Artists like Gigi Perez, Malcolm Todd, and Beach Bunny have used TikTok to launch their careers, while Weezer's "Go Away" gained renewed popularity after appearing on TikTok. The shift towards short-form content has made traditional late-night TV less impactful for musicians, and artists are now taking matters into their own hands, creating content on platforms like YouTube and TikTok to reach new fans.
While these platforms offer some level of exposure, they do not carry the same weight as late-night TV performances in terms of helping artists reach new audiences. Nevertheless, the emergence of new media outlets like Track Star and Outside Tonight YouTube show suggest that there may be a resurgence of late-night-style programming, giving artists a new avenue to showcase their talents and gain exposure.
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