Billboard today also noted that TikTok helped drive hits from Sony artists like Doja Cat ("Say So") and 24kGoldn ("Mood"), and helped Sony discover new talent. Columbia, for example, signed viral TikTok artists including Lil Nas X, Powfu, StaySolidRocky, Jawsh 685, Arizona Zervas and 24kGoldn, the report said. The new Sony deal, meanwhile, will wrap in artists like Vampire Weekend, Harry Styles, Michael Jackson and others. Related to TikTok's power, Spotify just today launched a new promotional marketing tool for artists that allows them to better capitalize on TikTok-driven trends.