Seen by almost every company, tik tok isn’t distributing the wealth made from the app. Sadly as they claimed isn’t giving the correct royalties to artists. For now, the artists driving TikTok’s first year of success are mostly ecstatic about the way it has boosted their careers. rather than dealing with the money directly from them.
Tik Tok Pay Up or Else
Sony and Universal have made claims to Chinese company, ByteDance who were the creators of Tik Tok, that they should be getting more money for sounds and content previously made by the “Big Three”: Warner, Sony and Universal. The Big three want more money because their music and content is getting views but they aren’t seeing any of that revenue. As stated in a previous posts, Tik Tok has talked about reaching out and becoming a streaming service but when confronted by the Big Three the claims went out the window. Tik tok was meant for short videos not to stream songs for hours and hours, but the parts people are singing are the most catchiest. Tik Tok wants to pay its creators not big companies that already have all the money in the world. I think Tik Tok should keep pushing for the need to pay creators and artsists rather than these companies.
Tik Tok signs with a record label
As people recreate sounds on tik tok either on their own time or through the app, Tik Tok wants to be able to have those rights if that sound would ever make it to other platforms. Tik TOk is also looking out for their creators, they want the users and music artist to both benefit from the high volume of users visit that app every day. Tik Tok has the chance to be smarter than Vine was strictly due to the fact that we saw Vine decline due to how much freedom you had on the app. With limited restrictions and small amounts of montontoring Vine really let anything happen, Tik Tok has had very strict user guidelines for videos and are constantly monitoring almost every video it seems like for sounds or content related comments. Tik tok hopes this will not put the nail in the coffin like it did for Vine, always know your rights.
Soap & Glory use Adtech for Good.
While many advertisers are freezing their ad spend, Soap & Glory is doing the opposite. They are partnering with Unilever’s Knorr, Nestle, and Co-Op Bank to embrace “ethical Adtech”, which allows people to make a charitable donation by watching or interacting with an ad online. Soap & Glory is just one of the few companies that are being purposeful and intentional with their ad spend during Covid-19. How adtech is used during these times is important when it comes to spreading the right message to audiences. Using adtech to give back to the community is a great effort that companies should follow. Ethical adtech is good adtech.
Growing app is wrecking the music industry
I know again “the rise of Tik Tok” but again the rise of this app really took the industry by storm. Now with more information Tik Tok wants to create their own way of streaming music used from sounds. Already now like Twitter and Instagram there is a Live feature once you reach a certain amount of followers. If Tik TOk were to make their own streaming services, it could potentially knockout all other streaming competition. This is bad just because of the name many of these apps have created for themselves to be replaced by a lil app like this.
The Power of Sound
For those not initiated into the phenomenon, TikTok videos use either user generated music or commentary, sound from shows, movies, or games, or actual songs or mash-ups by artists, which are called “sounds.” These sounds come from popular songs and what not found on the app. With such popularity in the app many songs have gone popular, with the rise in streams there has been a significant rise in the amount of money some artist are making. Once a song gets stuck in your head usually the best way to get it out is to listen to the song, with songs being very catchy on tik tok it is easy for this to happen, leading people to go to their streaming services to hear their new favourite song. This isn’t anything bad though this is great for both Tik TOk and whatever streaming platform the user uses.
Discovery through Tik Tok
Tik Tok’s rise has gone to other apps like Spotify and Youtube where there are countless playlists of songs from Tik Tok. This articles goes into the example of Mariah Carrie’s ‘Obsessed’ which was on the Billboards top 100 at No. 7 in 2009. Since then it has gained a second wind through Tik Tok for a dance. Once the song has taken over your For You Page, it eventually gets stuck in your head and you’re having to google lyrics. Call it guerrilla radio for your smartphone. The rise of the app and the popularity of music on the app, has helped many artist get discovered or rediscovered like Mariah Carrie.
Explosion of Tik Tok Takes Away from the Art
With the rise of Tik Tok many artists have strayed away from making full albums. Through studies done through NPR it has show that many artist have stopped making albums. Albums are works of art, they usually tell a story which is why people like following artists because they can make a connection with them. The first song is the first song because it’s the opening chapter. With the rising want for shorter songs artists have stayed away from focusing their time on an album, they are making shorter singles to appeal to their audience. This isn’t bad but it does show the effects social media has had on recent music.
Music Turns into Memes
With the rise of ever famous app TikTok, it has a constant affect on the music industry due to the fact it is based off of sounds. Without previous recorded sounds from artists, creators are left to their own sounds, which usually are voice overs. With the popularity of dance challenges it drives artists to create catchy song to be the next big thing. I want to use Doja Cat as an example, had a song blow up by a creator named Hailey. Her dance gained views and likes because of Doja’s catchy lyrics and dances which made it easy for other to pick up. This is a great example because it shows how other artists have recently started to follow the trend, but it baised because the apps followers seem to realy support Doja Cat over some artists.
Managers in this time
Social media has and is changing during this time, with a lot more views and engagement from followers stuck at home. Social media managers need to create content to replace the scheduled content they had before the pandemic and ensure that it is for the audience.
So many things have changed during this time and it is the managers job to keep up with what is going on, the audience they need to reach, when they should try to engage and many other things that will ensure success. Research is essential to figure out the trends and conversations happening so they are able to engage in them with their audience.
This new reality is probably going to last a while so staying relevant and connected during this time is important for the success of the page and company.
LIS 4022 Spring 2020 