Want to succeed in the music industry? Better to go viral with TikTok

Shared by popular American singer-songwriter Halsey on Sunday TikTok video With a little music in the background, the text on the screen looks like this:

Basically I have a song I love and want to release it as soon as possible, but my record label doesn’t allow me. I’ve been in the industry for eight years and have sold over 165 million records. And my record company says it can’t be released unless you can forge viral moments on TikTok. It’s all about marketing. And they’re doing this to basically every artist these days. I just want to release music, guy. And I deserve a better tbh. Tired.

The 30-second video did what the Halsey label wanted, but probably not the way they wanted. With over 8 million views in 24 hours, it has aroused great interest among fans, TikTok users and industry observers.

Comments on the video were split between those who expressed support for Halsey’s plight and resentment on the record label and those who saw the post as the actual marketing scheme the label had long wanted.

of Second video Halsey, shared two hours later, opposed false anger accusations by recording someone talking off-screen.

Throughout the explanation, Halsey stared at a medium distance and finally said, “I hate this. It’s just terrible.”

The fact that these two videos spread rapidly, whether staged or not, made the label unsatisfied with the fact that major artists were forced to “do TikTok” and released the label on TikTok. It shows that people believe that they did.

Like MTV and earlier Top 40 hit radio stations, TikTok is where popular music is today. The label understands that.

For them, the appeal of TikTok is that music content can quickly become viral and save millions of dollars in other types of marketing campaigns.

Anxious relationship

Halsey wasn’t the first prominent artist to talk about this on TikTok.

In his first video posted last month, American singer-songwriter Gavin DeGraw I shared a parody version “I don’t want to join TikTok, but my label said I have to join,” he sang about his 2003 hit.

Last week, British singer-songwriter FKA Twigs Claim Her label wanted to not only create and post TikTok videos, but also post videos multiple times a day.

In some cases, artists seem to enjoy joining TikTok.

Lizzo regularly shares memes, vlogs and recipe videos on TikTok. Big promotion Her latest release It’s about a damn time.She also participated in the dance challenge of the choreographed song Another TikTok Creator..

Being viral on TikTok can be a double-edged sword for musicians. It can drive them to unprecedented visibility in markets around the world, but the content that makes them famous could be video rather than music.

In 2019, Australian singer Inoxia saidAccidentally viralWhen a passerby recorded her performance on the street and uploaded it to TikTok. The sensation that turned from a street performer to TikTok was offered a deal that seemed too good, and her manager told her she needed to be a more content creator to stay successful.

Her passion was to sing, not to make videos to post on social media. Eventually, she returned to street performance on the street.

Are all promotions good?

Halsey’s self-proclaimed “TikToktantrum“Tests the shocking advertising theory that every promotion is a good promotion for the brand.

Star power is Effective bargaining tool Creating change for the artist who conducts it.

For independent artists who do not have the same leverage, viral bent video may be what they need to abandon the label and share their music on their own. Exclusive record contract It has become the standard in the music industry for the last decade.

In fake or genuine Halsey videos, fans and artists talk about how labels affect artists in terms of marketing, the nature of the artist’s contractual obligations to labels, and the power of artists to oppose labels. It shows that they are willing to discuss. They feel they are being treated unfairly.

Just as the video has never actually killed a radio star, TikTok’s viral rants will never become a new norm for selling songs. Label executives watching this may be more nervous about their artists publicly broadcasting their complaints online than they are excited about new trends in viral music marketing.

Anyway, as long as your audience continues to discover new music on TikTok, the label will continue to look for new ways to promote their music to the top of the feed.

Music production, which is the artist’s core work, remains unchanged. Only now the video needs to be viral.

This article D. Bondi Bald Vinos Kay,Teacher, Queensland Institute of TechnologyWill be reissued from conversation Under a Creative Commons Original work.. Want to succeed in the music industry? Better to go viral with TikTok

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