A federal judge panel's decision to uphold a new law banning TikTok in the U.S. has prompted music marketers to assess the impact and prepare alternative strategies. While some remain skeptical about the ban's longevity, the potential loss of a major platform for music promotion and discovery is causing concern.
Days after a panel of federal judges voted to uphold a new law that would ban TikTok in the United States beginning on Jan. 19, the independent label Artist Partner Group started assessing how that might potentially impact its marketing campaigns — and how the company should adjust. , head of digital at APG. “But we need to be prepared. We are doing video shoots ahead of time, so if it does go, we have top-tier content hitting other short-form video platforms very quickly.
Many executives got some practice grappling with a TikTok-less existence earlier this year. On Feb. 1, Universal Music Group’s deal with the platform expired, and all its artists’ music was pulled from the app. A month later, many songs from other labels that featured contributions from Universal Music Publishing Group writers were removed as well. , a former TikTok employee who recently launched Carter Projects, his own music marketing company.
Artists and labels would also watch carefully to see where TikTok’s large, famously active user base in the U.S. ends up. “If this goes down, we’ll need to be reactive towards where the content and the traffic and energy shifts,” Henderson says. “Short form video is not going away,” Cloherty agrees. “The TikTok audience will go somewhere.”
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