TikTok USA, circa 2025 (Picture: TCY)
Months after ‘the ban,’ there’s no telling what occurs to TikTok subsequent within the US.
After inching oh-so-close to a deal to safe TikTok within the US, China apparently pressed arduous pause on the association following Trump’s tariff slap. So what does that imply for the music business?
Should you love uncertainty, this one’s for you. Trump is now extending the ban by one other 75 days, although a tough clock is now ticking on a deal that was apparently 99% finished. Congressional pushback on the ‘section 2 extension’ is already taking place, and Apple is looking for White Home assurance that the app can stay on its App Retailer.
This slow-motion cookie crumble may go in any route. Among the many potentialities throughout the subsequent 30 days: TikTok shutting down for good or persevering with business-as-usual — or, probably, some insane variation within the center.
Final we checked, TikTok is offered on each the iOS App Retailer and Google Play Retailer, although this case is risky. And positively not a recipe for crafting stellar, long-term artist advertising and marketing campaigns — or promoting campaigns, for that matter.
Most music of us are well spreading their advertising and marketing efforts throughout the gamut of social media giants, with IG Reels and Shorts getting a pleasant stability bump. That mentioned, so long as TikTok is ticking, it has the ability to blow stuff up — together with whole artist careers and dusty catalog tracks.
Whereas the over-under on TikTok’s survival has gone haywire, some government ship-jumping is price noting — significantly TikTok Music ex-honcho Ole Obermann, who lately packed his baggage for Apple Music. And he’s not the one one probably pondering the writing on the wall.
In the meantime, different platforms proceed to grab the second. On that notice: what main social media platform simply inked a broad-reaching cope with main music publishers? (Trace: the primary letter isn’t ‘X’…)
On a broader notice, few within the music enterprise appear to be rooting for TikTok’s survival.
It’s not that TikTok isn’t making some effort to play good with the music enterprise. Simply final week, for instance, TikTok was among the many supporting sponsors on the Nationwide Music Publishers’ Affiliation (NMPA) golf traditional and fireplace aid efforts in Los Angeles. However for essentially the most half, the vibe throughout the music business isn’t warmly supportive, to say the least.
TikTok famously refused to fairly compensate rights house owners till completely compelled, with the aforementioned Obermann battling it out with Common Music Group for weeks earlier than a deal was hammered out. Indies are additionally understandably cool on this low-paying platform, although TikTok’s advertising and marketing muscle is definitely potent — particularly if the viral fairy gods faucet your shoulder.
Then once more, that’s the aspiration for rivals like Reels and Shorts, amongst others. And we get the sense that witnessing a heavy door slamming on TikTok’s derriere could be oh-so-satisfying for a lot of business of us.
Guess everybody’s replaceable — and let’s face it, life will go on within the music business, with or with out TikTok USA taking part in a job in it.
Extra as this develops.
Bought a juicy tip? Hit me up at paul@digitalmusicnews.com or Sign (@digitalmusicnews.07).
