As deals with the major music companies expire, the labels are looking to receive some of TikTok’s ad revenue, according to Tatiana Cirisano, music industry analyst for Midia Research. EMarketer estimates TikTok will collect $14 billion from advertisers this year.
Against this backdrop of licensing talks, TikTok this week began preventing certain users in Australia from using some music in their videos. One music industry insider, who spoke on condition of anonymity, said “it’s open to interpretation” why this is happening now. Another called it a negotiating tactic.
Half of consumers ages 16 to 24 use TikTok weekly and another 40% check it every day, according to the latest data from Midia. The app ranks second only to Alphabet’s YouTube as the place Gen Z goes to find new music, Midia found. After seeing a creator’s dance video, “they go to replicate it just for fun,” Miguest said. “They become part of the machine that’s moving that song.”
For Gayle, the momentum “abcdefu” received on the app carried over to Spotify, which logged nearly 903.6 million streams of the song. When an established artist debuts new music, “the fans will find that, but TikTok definitely amplifies that,” said Obermann. “We just help the audience connect with the song or album faster, or bigger.”
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