![]() Read more about how TikTok's push into artists services could end up 'pissing off' its music partners For instance, the company has done direct deals with artists and courted SoundOn staffers to "identify, sign, and develop new artists" to help "supervise the production of records and oversee all aspects of the recording process" and to "design live show and merchandise strategies for artists globally." Its music ambitions could end up ruffling feathers at the record labels, particularly as it breaks into overlapping business lines like artist services. ![]() Read Insider's review of TikTok's new music app, which excels at automated playlists and social features but had a few big flaws In July, it rolled out a dedicated music-streaming service called TikTok Music in five countries. It's testing showing "Hot 50" and "Viral" song charts in its app to some users. The company has a global team that works with artists and record labels, negotiates licensing deals with rights holders, and builds new ways for TikTok to convert its cultural influence into recurring revenue. And some artists even set up private listening sessions with TikTok influencers in the hope that it will help new songs gain steam on the app. Marketers can also hire influencers to help a song take off, sparking a wave of user-generated posts from their fans. Songs can rise up organically on the app even if they've been outside the mainstream for decades. TikTok is an essential promotional tool for music artists and record labels.
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