The Sound of Success: TikTok's Musical Landscape

On TikTok, hits don't launch, they erupt. This case study turns five noisy years into quick, scroll-stopping stories: who's winning, who's fading, and what sounds actually stick. Pop rules, R&B connects, and Doja Cat shows how one spark can light a career.

Role

Interaction Designer, Data Visualization Designer, Prototyper

Timeline

5 months (Aug '24 – Dec '24)

Core Responsibilities

Research, Data Analysis, Narrative Building

Background

Inside TikTok's hit factory: the data, the patterns, and who it's for

TikTok has transformed the music industry by making virality a key driver of success. However, this algorithm-driven popularity has also led to a homogenization of sound, with artists optimizing their music to fit TikTok trends.

This project explores how data visualization can help uncover the patterns behind viral TikTok songs and provide insights for artists, producers, and industry professionals.

Data Sources and Characteristics

We analyzed datasets from Kaggle, containing information on popular TikTok songs from 2019 to 2022. These datasets were compiled using web scraping techniques, Spotify API data, and music charts. The data includes:

Song Details: Track name, artist, album, track popularity
Acoustic Features: Danceability, energy, loudness, tempo, speechiness, valence, etc.
Popularity Metrics: Artist popularity and track popularity scores

Key Stakeholders and Use Cases

Musicians & Artists: Identify viral trends while balancing creativity and TikTok-friendly elements.
Music Producers & Record Labels: Leverage insights to enhance production and marketing strategies.
Content Creators & Marketers: Optimize content strategies and predict upcoming music trends.
Music Analysts & Researchers: Study correlations between musical attributes and virality over time.

Execution

Spot the signal, shape the story, hand over the controls.

After gathering our data and defining our objectives, we initially explored it in Excel to identify emerging trends. Once we noticed patterns, we transitioned to Tableau for more advanced visualization and interactive analysis.

During our exploration, we discovered that Doja Cat's breakthrough success was largely driven by the viral spread of her song Say So on TikTok, making her an ideal case study for our project.

To ensure compatibility with Tableau, we reformatted and structured the data accordingly. We then iteratively refined our visualizations, experimenting with different representations before finalizing the prototype.

For the overall structure, we followed a martini glass approach, starting with a brief exploratory phase, guiding the audience through key insights, and then allowing them to freely explore the data on their own.

Martini-glass narrative structure for the data story

Insights

Finally, we identified key insights to support users during the guided exploration phase. Using Doja Cat as an example, we demonstrated how our tool can be leveraged to explore different artists and trends, helping users navigate and interpret the data effectively.

We then built the prototype on Framer to effectively present our case study and showcase our findings, rebuilt below, directly in the page.

The Sound of Success: TikTok's Musical Landscape

It's no secret that TikTok has redefined how musical artists break and remain in the mainstream. With its unique blend of short-form content and algorithm-driven exposure, the app has amplified exposure for countless musicians, from chart-topping veterans to overnight sensations. We dive deep into the acoustic and lyrical trends of TikTok's most popular artists and tracks, revealing the secret sonic sauce that keeps users playing on repeat. We also take a look at an artist (Doja Cat) whose career was cemented by a single viral hit.

01 · The Landscape

Who's ruling your timeline?

Top artists of the lustrum (2019–2023), ranked by track popularity and coloured by genre. Interactive, hover any artist.

The Stars of TikTok

Doja Cat reigns supreme as the most popular artist on TikTok from 2019–2023, with "Say So" leading the charge in 2019 and a string of viral hits ("Woman", "You Right") keeping her at the top.

Let's take a closer look at the reigning champ alongside her competitors and learn more about the musical landscape of TikTok as a whole.

Bump chart: popular artists over the years, 2019 to 2023

Pop Takes the Crown…

With six of the top 10 artists belonging to the Pop genre, TikTok continues to be a key platform for the genre's ongoing success.

…but Hip Hop/Rap and R&B are a dynamic duo

Artists like The Weeknd, Lil Nas X, and SZA prove TikTok's power to amplify diverse sounds, blending high-energy beats with soulful melodies to create impactful content.

Pop Takes the Lead, Again

Pop continues to dominate TikTok's rankings year after year, with artists like Doja Cat, Taylor Swift, Ariana Grande, and Olivia Rodrigo maintaining a strong presence.

Hip Hop's Declining Presence

While Hip Hop/Rap artists like Lil Nas X and 24kGoldn were once extremely popular, recent years show a decline in their presence as Pop and R&B/Soul solidify their dominance on the platform in 2023.

R&B/Soul Finds Its Stars

SZA and The Weeknd shine bright as leading R&B/Soul artists, and their popularity on TikTok continues to increase.

A Resilient Comeback

Despite dips in popularity, artists like Drake and Justin Bieber repeatedly re-emerge on TikTok's charts, demonstrating the lasting appeal of established stars.

The Evolution of TikTok's Musical Favorites

Dominant artists include those already well-established in the music industry (Taylor Swift, Drake, The Weeknd) alongside more recent breakout artists (Doja Cat, Olivia Rodrigo, Lil Nas X). Viral trends launched the latter artists' careers into stardom: dancing to "Say So," lip-syncing to "Driver's License," and dress-up challenges with "Old Town Road" made them household names.

02 · Case Study

Doja's Evolution

Doja Cat's "Say So" going viral in 2019 made her top the TikTok charts and launched her rise to fame.

Songs like "Woman" and "Kiss Me More" ft. SZA kept viewers dancing on repeat.

Bump chart with Doja Cat's ranking highlighted, 2019 to 2023

Leading the Wave, but Losing Steam

While Doja's 2023 song "Paint the Town Red" inspired its own dance trend, its impact didn't match the cultural moment of "Say So." This, coupled with increased competition and shifting trends on TikTok, may explain her dip in popularity.

Doja's Reign Meets Its Match

In 2022, she made a strong comeback with hit songs, landing at a more moderate level of popularity by 2023.

03 · Networks

How Artists Amplify Their Reach

Top TikTok artists often collaborate, leveraging mutual exposure to maintain their visibility and extend their audience. These connections reveal a web of influence that shapes TikTok's musical landscape.

Collaboration Fuels Longevity

Doja Cat, The Weeknd, and Ariana Grande have the highest count of direct collaborations with other TikTok chart-toppers, possibly contributing to their lasting success on the app.

R&B as the Connector

SZA bridges genres and audiences, linking TikTok's top Hip Hop and R&B artists like Drake, Kendrick Lamar, and Doja Cat, while solidifying her unique role in TikTok's musical network.

Genre presence on TikTok, 2019–2023.

04 · Sound

Trends in Track Popularity and Major/Minor Key by Genre

Major-key pop songs dominate TikTok, with their popularity steadily rising over the years. Over the past five years, these songs have continuously ranked highest in popularity across all genres.

Song popularity by year and genre. Filter by major/minor key and search for an artist.

Major Key = Major Hits

Across all genres, tracks written in a major key tend to perform better, particularly in Pop and Hip Hop/Rap, but this doesn't stop minor-key songs from occasionally going viral.

Where Minor Keys Shine

Electronic/Dance and R&B/Soul feature more minor key tracks than Pop and Hip Hop, adding emotional depth and complexity to their sounds on TikTok.

Indie's Waning Influence

Indie/Alternative thrived on TikTok in 2019–2020 but has never topped the charts. In recent years, fewer tracks from the genre appear. Its slower, acoustic style likely struggles to fit TikTok's viral dance and lip-sync trends that drive popularity.

Latin and Afrobeats Rising

Latin and Afrobeats genres are emerging as new favorites, reflecting TikTok's expanding global influence and the platform's ability to spotlight diverse sounds.

The Fall of Soundtracks, Oldies, and Novelty

These genres have seen a steep decline in both presence and popularity; no songs from game, movie, or TV show soundtracks, old classics, or comedic songs were popular on TikTok beyond 2020.

The Forgotten Genres

Country, seasonal, and jazz remain the least popular genres on TikTok. The singular country song to go viral on the platform was Lil Nas X's "Old Town Road."

Doja Cat Track Popularity and Major/Minor

While "Say So" became a TikTok phenomenon and remained popular for 4 years, it isn't Doja Cat's most popular song. "Woman" claims the top spot, showcasing her ability to evolve and capture new trends.

Scatter plot of Doja Cat's song popularity by year

Breaking the Major Key Rule

Doja had just two hits on TikTok in 2019, peaked from 2020–2022 with several hits, but saw a decline in 2023.

The Hits Keep Coming

After "Say So," Doja continued to dominate TikTok with multiple viral hits and trend-setting tracks, solidifying her place as a platform favorite.

05 · Lyrics

What makes a hit song?

Personal pronouns like "You," "I," and "Me" dominate TikTok song titles, making tracks feel personal and relatable. Common nouns, such as "love" and "baby" highlight the romantic themes that resonate with the platform's audience.

Streamgraph of common words in song titles, 2019 to 2023

It's All About You (and Me)

"You" vs. "Me"

"You" saw a dip in popularity in 2020 but had a major comeback in 2022. In contrast, "me" has remained more consistent in popularity, perhaps reflecting TikTok's focus on self-expression.

The Ever-Present Pronouns

"My," "it," and "your" appear consistently across all years but at a lower frequency.

Action Words Drive Engagement

"Know" is the most common verb used in titles, followed by "say."

Trends Come and Go

Conjunctions like "that" and "so," along with prepositions like "like," peaked in 2019 and 2020. Titles featuring "Mr." also trended briefly but quickly fell out of favor.

Doja's Titles Speak Volumes

Doja Cat's hit titles, including "Say So," "Need to Know," and "You Right," embody the most popular themes and word choices on TikTok, helping drive her success.

06 · Themes

Love and Lust Top the Charts

Artists blur the lines between love and physical desires, often choosing to sing about their desires for an attractive individual or their troubles with romance.

Love and Longing

The phrase "Love me better baby" is the top context for "love," showing a recurring theme of dissatisfaction in romantic relationships across TikTok lyrics.

I Don't Want…

From not wanting to sleep, go to school, or fall in love, TikTok lyrics showcase a wide range of relatable struggles, plus a nod to Mariah Carey's timeless holiday classic.

What I need

The most popular "I need" phrases are "a bad bitch" and "to know," reflecting TikTok's mix of confidence, humor, and curiosity in viral songs.

Your Love, Your Eyes, Your Body, and Your Mama

Words following "your" often include romantic and physical themes like "love," "eyes," "heart," and "body," but also occasionally humor, as seen in the second most prominent "your mama."

What Doja Wants

Doja Cat's lyrics often focus on wanting "you" or "it," keeping her desires both direct and intriguing.

Doja's Lyricism

Doja Cat masterfully blends love, lust, humor, and sensuality, exploring the emotional depth of modern relationships with a bold, playful edge.

What Doja Loves: from "the taste" to "when you get freaky on camera," Doja's lyrics embrace a mix of sensuality and boldness that resonates with TikTok's audience.

07 · Keys

Artists Lean Towards Happier Tones

Across thousands of viral tracks, major keys and a handful of bright tonal centres do most of the heavy lifting on TikTok.

Sankey diagram: tracks by year, mode, and musical key for all artists

How tracks flow from year to major/minor to musical key (all artists, 2019–2023).

The Crowd Favorite

C is the most popular key overall, used in both major and minor songs. For major tracks, C#/Db and G#/Ab lead the way, while minor tracks favor A#/Bb, B, and C#/Db.

Distinct Key Preferences

Artists show clear preferences for certain keys: major dominates tracks in D and G#/Ab, while minor takes the lead in B.

Major/minor key popularity for Doja

Sankey diagram of Doja Cat's tracks by year, mode, and key

Similar to other pop artists, Doja favors the major key and most commonly uses G#/Ab, suggesting a style with brighter, energetic tones in her music. When she uses the minor key, she favors B.

08 · Acoustics

Doja Cat's Sonic Evolution

Doja Cat's high valence, energy, and tempo reflect her punchy style, which blends fast rap with soft vocals to uplift as she sings about wanting to get freaky.

Doja Cat's acoustic attributes year over year: speechiness, acousticness, liveness, loudness, valence, energy, tempo and duration.

Doja Amps up the Energy

Doja Cat's songs lean towards high energy, with "Boss Bitch" standing out as her most intense and dynamic track.

The Tempo Sweet Spot

Most of Doja's songs fall within the 100–130 bpm range, balancing energy and groove. "Juicy" breaks the mold at 170 bpm, making it her fastest track.

From Acoustic to Synthesized

A noticeable decline in acousticness and loudness in recent years aligns with Doja's shift toward experimenting with more synthesized and layered tones.

Short and Sweet

The majority of Doja Cat's tracks hover around the 3-minute mark, delivering concise, impactful songs that fit TikTok's short-form content preferences.

09 · Comparison

Doja vs. the World

Danceability, energy and speechiness across artists.

Danceability Meets Energy

Tracks with high danceability often pair with high energy, creating a core cluster for many artists. Doja Cat's consistently vibrant and club-friendly tracks shine in this space, unlike Drake or Taylor Swift, whose tracks vary more across these metrics.

Rap's Spoken Edge

Speech-heavy tracks, like rap, often don't align with high energy or danceability. While Doja Cat keeps her speechiness balanced, Megan Thee Stallion leans into rap-heavy styles with much higher speechiness scores.

10 · Explore

How do Doja Cat and Taylor Swift approach music?

The top panels display song lists (sorted descending by popularity) for the selected artists, while the bottom panels visualize key acoustic attributes. By selecting individual tracks from both artists, explore how they approach music production in terms of acoustic elements. Do they hit the same range of speechiness but have drastically contrasting acoustic elements otherwise? Or are they similar?

Interactive comparison, pick tracks from each artist to compare their sound profiles.