Foreign musicians are dominating the music scene; here's the reason behind it

In the ever-evolving world of music, a significant shift has been observed, with a growing preference for global artists among TikTok users. According to recent data, UK TikTok users are 77% more likely to want access to international music artists compared to the average music listener.

This trend is reflected in the global music landscape, with Puerto Rican rapper Bad Bunny's album, Un Verano Sin Ti, being the most streamed album globally in 2023, amassing an impressive 4.5 billion plays on Spotify alone.

The success of artists like Bad Bunny can be attributed to the growth of music genres such as Kpop and reggaeton, which have seen a boost due to countries' investment in their creative industries. For instance, Colombia, home to stars like Shakira, J Balvin, and Karol G, has made significant investments in fostering talent and promoting its music globally.

Similarly, France's Jain saw commercial success with her song 'Makeba', which gained traction on TikTok and inspired a dance trend. The audio for 'Makeba' has accumulated an impressive 1.9 billion views on TikTok.

The trend of viral sounds from non-English speaking musicians on TikTok is on the rise, with more expected in 2024. Out of the top 10 songs globally on TikTok in 2023, three were from non-English speaking artists.

The music industry has never been so diverse, with genres like Mandopop seeing almost a 45% increase in monthly streams globally in 2023. To keep up with these diverse and international music trends, users might want to consider brushing up on their language skills using apps like Duolingo.

Countries like Germany and Austria have also taken steps to promote international music and its success in the mainstream. Germany supports cultural projects and artist networks through programs like "Verbindungen fördern" (2020-2025), fostering artist collaboration, festivals, and international workshops. Austria leverages major events like hosting the Eurovision Song Contest 2026 in Vienna to showcase cultural diversity and boost international visibility.

Spotify's annual Loud & Clear Music Economics Report revealed that more than half of the 66,000 artists who generated at least $10,000 on Spotify alone were from countries where English is not the first language. This underscores the global appeal of music, transcending linguistic barriers.

As the international music game on TikTok continues to thrive, it's clear that there is a wealth of untapped musical talent out there. While artists like Taylor Swift are well-known, there is a lot more musical talent out there than people might realize. So, whether you're a music lover or a creator, it's an exciting time to explore the diverse world of international music.