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☆ Music marketers say artists need to make TikToks now more than ever, as influencer campaigns lose luster
▼ + stars: | 2024-03-05 | by ( Dan Whateley | ) www.businessinsider.com time to read: +6 min

Advertisement"I always remember early label conversations when we'd run TikTok campaigns," Ramzi Najdawi, cofounder at the music-marketing firm ATG, told BI. In 2024, most artists now need to get directly involved in creating social content in some form, said 10 music marketers who spoke to BI about their strategies. AdvertisementTo make influencer campaigns work better, music marketers ask artists to post original content first, creating organic interest in a song that creators can then push forward with additional videos. "Influencer campaigns don't really work in the way that people think they do," Prophet Media's founder Steph Rinzler told BI. Many marketers are now seeking out an artist's fans, rather than random influencers, to make videos for song campaigns.

Persons: —, TikTok, Taylor Upsahl, wasn't, influencers, we'd, Ramzi Najdawi, doesn't, it's, Ed Winters Ronaldson, Najdawi, scrappy, Cynthia Parkhurst, Jonas, Parkhurst, Matine Kazemi, Lawrence, Prophet Media's, Steph Rinzler, Omid Noori, Taylor Swift, Olivia Rodrigo, Simon Friend, Sean Kane, Kane Organizations: Service, Business, BI, Universal Music, Creative, YouTube, Prophet Media

☆ 15 leaders at TikTok, YouTube, and other platforms shaping their music strategies in a rapidly changing market
▼ + stars: | 2022-12-28 | by ( Dan Whateley | ) www.businessinsider.com time to read: +3 min

Here are 15 power players who are using social to shape the music industry in 2022. 2022 was a massive year for music on social media, as short-video apps like TikTok became the dominant platforms for fans to discover new songs. "Every short-format platform's got music on it now," Ted Suh, global head of music partnerships at Snap Inc., told Insider. The marriage of short-form video and music has become so pervasive that it's become a focus for tech incumbents including YouTube, which has 80 million paying subscribers across its YouTube Music and Premium services. The process has been both democratizing and exhausting for performers who often have to maintain active accounts across social media to succeed.

☆ 15 music power players at TikTok, YouTube, and other platforms who are innovating and using social to shape the industry
▼ + stars: | 2022-12-20 | by ( Dan Whateley | ) www.businessinsider.com time to read: +3 min

☆ How TikTok is changing the music industry
▼ + stars: | 2022-11-25 | by ( Dan Whateley | ) www.businessinsider.com time to read: +15 min

TikTok is an essential promotional tool for music artists and record labels. Watch a full replay of Insider's webinar on TikTok's impact on the music industry, featuring execs from TikTok, Universal Music Group, and UnitedMastersFor some, the hyper-focus on TikTok can be draining. "The argument from TikTok's side is TikTok is now so important to the music industry that they can't afford to not have their music on the platform." Read more about the 'complicated' and codependent relationship between TikTok and music rights holdersBut the industry's attention on TikTok isn't unfounded. Read about why TikTok music marketers are turning to general-interest accounts to promote songsCreating TikTok music challenges to spark user-generated videosAnd some marketers are opening the door for social-media users who wouldn't traditionally be considered influencers to get paid to promote music.

☆ How TikTok is changing the music industry and the way we discover new, popular songs
▼ + stars: | 2021-06-10 | by ( Dan Whateley | ) www.businessinsider.com time to read: +19 min

In July, it rolled out a dedicated music-streaming service called TikTok Music in five countries. Read about why TikTok music marketers are turning to general-interest accounts to promote songsCreating TikTok music challenges to spark user-generated videosAnd some marketers are opening the door for social-media users who wouldn't traditionally be considered influencers to get paid to promote music. Read more about TikTok's private listening sessionsA dedicated TikTok Music streaming app is bornIn July, TikTok stepped deeper into the music business by launching its own dedicated music-streaming app, TikTok Music, in Brazil, Indonesia, Australia, Mexico, and Singapore. Insider tested TikTok Music in Singapore, where it launched in a closed beta, to learn more about how it works. Like TikTok, TikTok Music includes a "For You" feed of recommended content and a variety of social features that set it apart from incumbents like Spotify and Apple Music.

Persons: TikTok, Here's, they've, influencers, TikTok influencers, Read, Jonny Kaps, Halsey, Charli XCX, Taylor Upsahl, Upsahl, Steve Jennings, Kristen Bender, Lyor Cohen, Ted Suh, Elissa Ayadi, Sydney Bradley, Getty, Jesse Callahan, It's, Zach Friedman, Dan Asip, Pearpop, Cole Mason, There's, Johnny Cloherty, Andy McGrath, Tarek Al, Hamdouni, Tiagz, John Arano, Tiago Garcia, you'd, Nima Nasseri, Ole Obermann, Rita Franca, NurPhoto, Taylor Swift, Miley Cyrus, Olivia Rudensky, Cyrus, Hailey Bieber, Guillermo Legaria, Khalid, Demi Lovato, Marshmellow, ByteDance, Tatiana Cirisano, Jeffrey Ramsay, Steve Blatter Organizations: Getty, TikTok, MRC Data, Universal Music Group, YouTube, GQ, Snap Inc, Agency, 10K, Records, Sony Music, RCA Records, Warner Music, Getty Images, Movistar Arena, Spotify, Apple, MIDiA Research, MTV, SiriusXM's TikTok Locations: Tempe , Arizona, TikTok, Bogota, Colombia, Brazil, Indonesia, Australia, Mexico, Singapore, India, Denver , Colorado

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