"Multiple times I find myself part of the same trend." Nik Borzov discusses what it feels like for an MTV generation artist like TikTok's sensation.
Revamped Version
Rockin' through the Ages: The Ageless Naîk Borzov Embraces Trends and Timeless Tunes
Naîk Borzov, the iconic cult musician of the late '90s and early 2000s, continues to captivate audiences with sold-out concerts and fresh album releases. His latest effort, "N2O2AC25," is a stripped-down collection that revisits classic hits, reflecting a new chapter in his storied career.
At 53, Borzov maintains a lively presence on social media, sharing quirky anecdotes, reminiscing about the '90s, expressing his love for vinyl, showcasing his stunning villa, and teasing his upcoming single "Station Love" through humorous videos.
Navigating the TikTok Sea: A Lifelong Musician Adapts to a New Generation
Q: How do you resonate with the TikTok trend in your 50s, while standing alongside digital-native musicians?
Initially, I had a tough time grasping this phenomenon, as I didn't quite understand the appeal of just putting up random, funny, and sometimes not-so-serious content to gain fame. But after diving into social media and working with a team of experienced SMM specialists, I've come to appreciate its benefits.
Q: What advantages does this offer you?
Social media gives me the opportunity to work on my music at a leisurely pace, without feeling pressured to release new tracks every week. This approach allows me to focus on details, delve deep into the nuances of each song, and ensure that my art aligns with my personal values. I'm able to release tracks that truly resonate with me, giving me a sense of fulfillment.
Q: Has your audience growth increased as a result of your active presence on social media?
Absolutely! People love this miniature cinematic experience I call "The TikTok Show." They enjoy content that's entertaining, has a good story, or provokes thought. TikTok was designed to capture attention for short periods (roughly 1.5 minutes), and I've learned to create content that resonates for the time it's given.
Q: How do you appeal to a younger audience while staying true to your roots?
I write songs about evergreen themes, and they've always spoken to people regardless of their generation. I don't feel fatigued by my musical journey, because I do what I love and people seem to dig it. My music represents a meaningful exchange of energy. I can't imagine growing tired of that.
In a few years, I anticipate releasing the second installment of "N2O2AC25."
Q: Is chaasing TikTok's audience worth it?
I'm unsure if it's essential for me to chase after TikTok audience. I continue to make music that I enjoy, and if it happens to be trendy, that's me just following my passions. Fads are temporary, while some things have lasting power. I believe that, in the long run, I'm winning. I don't feel compelled to jump on every passing trend.
Looking back, I've seen styles return and evolve with slight modifications over the years, from the '60s, '70s, and '80s to the present '90s and '00s. Given that the planet seems to be spinning faster, these cycles are happening more frequently. So, I've managed to jump into the trend a few times (laughs).
The Power of TikTok on the Music Industry: Shaping Tunes, Influencing Charts, and Revolutionizing Careers
TikTok has introduced significant changes in the music industry by offering a platform for viral music discovery, shaping music trends, and equipping artists with insights to connect with their fans and manage their careers more effectively.
- Viral Success and Music Discovery: TikTok's short-form, engaging videos have become crucial for launching new music and artists, with the platform's algorithm amplifying songs that gain traction through user engagement. TikTok offers global exposure to artists, leading to chart-topping hits and broader recognition.
- Trends and Chart Influence: The platform plays a significant role in shaping music trends. A substantial portion of Billboard's Global 200 hits this year had a viral moment on TikTok, highlighting its influence on chart success. User-generated content creates challenges and trends around songs, fuelling their viral success.
- Artists and Creators: TikTok offers tools for artists, like its recently launched "TikTok for Artists" platform, providing detailed analytics and insights to better understand their audience and optimize their content. Collaborations with influencers further promote music and foster community engagement, leading to significant fan growth.
- Industry Impact: Record labels and artists now incorporate TikTok into their marketing strategies, recognizing its power in launching new music and propelling artists to fame. Analytics tools enable artists and labels to make informed decisions about music releases, collaborations, and promotional activities.
Unlike other artists my age, Borzov persists in the scene alongside digital-native TikTok musicians. While he shuns the label of an old-timer, he remains true to himself and makes music that resonates with audiences across age groups. And, thanks to TikTok, his style continues to evolve, ensuring that he stays relevant in today's ever-changing music landscape.
- Naîk Borzov, the iconic musician, cleverly leverages TikTok to share his love for music and entertain a new generation, blurring the lines between his timeless hits and the latest trends.
- The veteran artist's social media presence not only showcases his versatility in entertaining younger audiences but also fosters his connection with fellow entertainers, including celebrities and fellow musicians, making for an interesting blend of news and entertainment on his platform.
