![]() “In an era where nobody’s selling CDs, in an era where nobody is able to make money going on tour, TikTok’s importance in the music ecosystem has increased tremendously over the last 12 months,” he said in an interview. Any time you have, especially if you are a recording artist who is paid royalties for their music, it behooves the record company, it behooves the artists to promote that music on TikTok.”Īlan Cross, host of the Ongoing History of New Music radio program, said that the video-sharing platform is becoming increasingly valuable for promoting old and new music. “It’s going to be a great platform for musicians to get their music out there. “And even if it’s just consuming it on Spotify, that royalty, that fee, goes to the artist,” he said. It’s the earworm that gets in your head and then you go buy it or download it on Spotify.”įalls added that not only has TikTok become an inspirational platform to discover new music, it also has the ability to make people go and download content from other platforms. ![]() “As you flip through different channels, if one song, particularly in a challenge goes viral, now you’re listening to that same 15 seconds over and over again. You’re going to consume a lot more music and a lot more content,” he said in an interview. Jason Falls, a senior influence strategist at Cornett, said that because of TikTok’s “addictive mechanism” for people to sit and scroll through content, it’s a great platform for musicians to have their music heard and get paid a lot of money in the process.
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