This paper analyses communicative practices of musicians on TikTok and its potentials for music promotion. The focus is on two central methods: a data analysis of the profiles of the most successful musicians on TikTok and the systematic presentation of an influencer campaign for music products. The data analysis reveals that many top tier musicians use TikTok in a rather one-sided way, with platform-specific functions often being neglected. Nevertheless, the results of the campaign analysis show that TikTok offers significant opportunities for targeted and effective music promotion, especially when influencers who understand the culture and mechanics of TikTok are integrated into the campaign strategy as multipliers. These results offer valuable implications for musicians, music producers and the music industry as a whole. It is recommended that TikTok should not be seen as just another distribution channel, but that its unique functions and opportunities for individual expression and relationship building with followers should be recognised and utilised. Overall, the study shows that TikTok can be an influential tool for the music industry, which, if used correctly, can intensify the interaction and connection between artists and fans.