The TikTok social media platform was created in 2017 but it wasn't until 2020, with the help of a global pandemic, that the app really took off. It has amassed tremendous growth with over 100 million active users each month—and that's in the U.S. alone.

With the bite-sized video format, TikToks can be hugely engaging, offering artists an accessible way to be seen and heard. While many might dismiss it as only for Gen Z or viral dance trends, it's actually a credible and potent tool for artists to build and connect with their audience in a way they may not have found before—especially with touring limitations.

As I found myself first exploring TikTok during the pandemic (at the urging of my college-aged daughter), I saw only a handful of jazz artists. As I dug a little deeper, I started to notice music students. They were creating videos that infused humor, jazz history and original music, and they were getting decent views. It made me think there was more potential that wasn't being tapped into.

At that time, I was working closely with saxophonist