US Reporter

TikTok Provides Platform for New Artists to Dominate the Music Industry

Photo Credit: Joe Scarnici | Getty Images

Unquestionably, TikTok has had positive effects on the music business. A single video could draw the attention of TikTok fans all over the world, helping emerging musicians and choreographers gain recognition.

A song by Benee called “Supalonely” was choreographed, for instance, by Zoi Lerma, a Los Angeles employee at a bagel cafe. The user comments on her TikTok video, which she later shared, were encouraging. Benee’s international fame was aided by the video, which has since received over 45 million views on TikTok.

Creators of material and other users have posted over 5.7 million videos of Benee’s “Supalonely” online. In addition to selling more than 1 million copies of the song and receiving 2.1 billion streams across all platforms, the song’s popularity helped Benee to garner nominations and prizes, including New Artist of the 2020 People’s Choice Awards. In New Zealand, Benee also played two entirely full concerts.

“When it started trending on TikTok and picking up on TikTok, I would hear it on the radio or, you know, hear it in stores. I would hear it everywhere,” Lerma said.

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Income is generated through TikTok

One of the most impactful hitmakers of this century is TikTok because of its pervasive usage. The program, which is owned by ByteDance of China, offers artists and content makers a place to express and promote their abilities in quick clips. A user might upload any sort of material, such as photographs of pets, details about their personal life, hobbies, ASMR, music, dancing, and more.

A number of the videos quickly go viral within hours of being posted because they attract a large audience. TikTok is a trendsetter and, as a result, even brings back the previous popularity of songs. A viral video that included the music in the backdrop helped Fleetwood Mac’s “Dreams” reached the top of the charts two years ago. Additionally, record companies and artists now use TikTok as a way to raise income.

“If a song is going viral on TikTok, and the artist is unsigned, and as a result, it’s getting a million streams on Spotify, the labels are scrambling to sign that song or that artist. “They’re obsessed with expanding their market share and making sure they don’t lose any market share to independent artists,” said Tatiana Cirisano, an analyst and consultant at Midia Research.

“With hundreds of songs generating over 1 billion video views and dozens of artists signing record deals as a result of success on the platform, TikTok starts trends that reverberate throughout the culture, the industry, and the charts,” said the company statement.

TikTok has been popular among youngsters as well. According to a recent survey, TikTok is used by roughly 67% of teenagers in the nation, with 16% of them reporting frequent usage. As a result, TikTok’s format is imitated by various social media platforms. For instance, Facebook’s Reels, which is similar to TikTok’s interface, was just introduced by Meta.

TikTok had more than 1 billion users globally a year ago, and this count is expanding.

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Issues against TikTok

Despite TikTok’s explosive growth, American authorities are becoming increasingly worried about the possible harm that the firm can cause to users. Congress demanded an explanation from TikTok over accusations of access to user data based in the U.S. a little more than two months ago.

“In light of this new report, we ask that your agency immediately initiate a Section 5 investigation on the basis of apparent deception by TikTok and coordinate this work with any national security or counter-intelligence investigation that may be initiated by the U.S. Department of Justice,” the lawmakers said.

The announcement was issued in connection to a BuzzFeed article that claims ByteDance, the parent firm of TikTok, frequently accessed the details of many of its users, especially those who were based in the United States. The charges were quickly challenged by TikTok, though.

“[TikTok has] consistently maintained that our engineers in locations outside of the U.S., including China, can be granted access to U.S. user data on an as-needed basis.”

Source: CNBC

Opinions expressed by US Reporter contributors are their own.