But in the right hands, TikTok can also serve to lower the barrier to entry in a heavily consolidated industry where, even in 2020, a small handful of gatekeepers are still able to determine who reaches a mass audience and who doesn’t. The app “has taken the power away from the old system, where you had to have this huge budget to get radio and become commercially successful,” says Omid Noori, who founded the management and marketing company ATG.
YouTube and Spotify had already started this process, allowing artists to, in theory at least, do an end run around the major-label system, breaking its monopoly on hits. But those streaming platforms have their own gatekeepers, and they are tied closely to major labels. A dozen unknown teens can hop on TikTok tomorrow and all of them can have their first hit next week.
While accessibility would suffer a setback, at least temporarily, in a TikTok-less world, some artists’ positions would actually improve, relatively speaking. Labels might suddenly be more interested in holding on to groups that have solid touring backgrounds but little digital savvy, rather than jettisoning them for a shiny new toy. Rap and up-tempo dance music often perform well on TikTok, crowding out other styles and genres; balladeers and guitarists may well cheer the app’s demise.
While the app’s fate remains uncertain, it’s still possible that TikTok will appease the Trump administration by the November 12th deadline. “In our proposal to the U.S. Administration, we’ve already committed to unprecedented levels of additional transparency and accountability well beyond what other apps are willing to do, including third-party audits, verification of code security, and U.S. government oversight of U.S. data security,” the TikTok spokesperson noted.
Even if TikTok disappears for weeks or for good, the demand for a similar app will remain high in the U.S. Music marketers are happy to tick off the other options —
Yeeeeeees!!!
There’s no reason users couldn’t move somewhere else. Why doesn’t a company just make something similar?
No it’s the cheapest thing, even say so in the artice. The industry doesn’t want to invest in new artists so they wait and see what’s popular and snag them cheap just to throw them away in a few years. They need to start reevaluating for the long term if they want to survive
Deal with that !
Bunch of out of touch people who don’t use Tiktok in the comments. 🤦🏻♀️
What a ridiculous statement - in what way is TikTok even remotely important to music
You know. There's other ways right?
If this is used by individuals how is it a threat to National Security and if it is than it would be more important to ban Facebook If the music industry relies on it than Trump is, in effect, damaging a business that makes billions of dollars a year
There will be others
We alm know he is banning it because people used til tok to make his Tulsa rally look like shit
This is trumps fear of losing the election at work and has nothing to do with 'security issues' but does have everything to do with young adults who WILL NOT be voting for him. imo
Not really .. Tik Tok used for funny videos and memes I never see Artist advertise Tik Tok for 'new music' maybe to find Goofy Talent and New Singers ... But i never seen a major artist say 'new music out on tik tok now'
Who writes this crap? Tiktok music I never used that crap
Seek an injunction then. It's time.
Maybe this will actually get young people to give a crap about something and vote. NAH!!!
Take your ass to another site. You have options.
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