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TikTok is Helping On-the-Rise Artists in the Music Industry

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Without a doubt, TikTok has positively impacted the recording industry. Just one video can attract the attention of viewers worldwide and could help emerging musicians and choreographers gain prominence.

For instance, Zoi Lerma, a Los Angeles employee at a bagel shop, choreographed Benee’s song “Supalonely.” She subsequently posted her clip to TikTok, where it was well-received by viewers. Since then, the TikTok video has received over 45 million views, making Benee a household name.

Benee’s “Supalonely” has been featured in over 5.7 million videos that users and content producers have posted online. Benee received nominations for and wins for the song’s success, including New Artist of the 2020 People’s Choice Awards, as well as sales of more than 1 million copies and 2.1 billion streams across all platforms. The artist also gave two jam-packed performances in New Zealand.

“When it started trending on TikTok and picking up on TikTok, I would hear it on the radio or, you know, hear it in stores. I would hear it everywhere,” Lerma stated in an interview.

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TikTok is creating revenue for the music industry

TikTok is one of the most effective hitmakers of this century because of its widespread use. The program, which ByteDance of China owns, offers a platform for artists and content producers to express and promote their abilities in short films. In addition, a user may upload any sort of content, including pictures of pets, information about their personal life, hobbies, ASMR, singing, and dance.

The films readily become viral within hours of being released since they attract many people’s attention. As a consequence, TikTok sets trends and even helps older songs regain their prior level of popularity. For instance, Fleetwood Mac’s “Dreams” reached the top of the charts two years ago as a result of a popular video using the music as the backdrop. TikTok has also developed into a source of revenue for record companies and musicians.

“If a song is going viral on TikTok, and the artist is unsigned, and as a result, it’s getting a million streams on Spotify, the labels are scrambling to sign that song or that artist. “They’re obsessed with expanding their market share and making sure they don’t lose any market share to independent artists,” Midia Research analyst and consultant Tatiana Cirisano said.

“With hundreds of songs generating over 1 billion video views and dozens of artists signing record deals as a result of success on the platform, TikTok starts trends that reverberate throughout the culture, the industry, and the charts,” said TikTok in a statement.

TikTok has also been caught among youngsters. According to a recent poll, over 67% of youths in the country use TikTok, with 16% of them indicating they use it often. As a result, numerous social networking apps have adopted TikTok’s model. For example, Meta’s Facebook launched Reels, which looks similar to TikTok’s interface.

TikTok had over 1 billion users worldwide a year ago, and this figure is growing.

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Issues that trouble TikTok

Although TikTok is rapidly expanding, American officials are becoming concerned about the potential problems that the firm can do to consumers. Congress demanded that TikTok respond to allegations regarding suspected access to user data based in the U.S. a little more than two months ago.

“In light of this new report, we ask that your agency immediately initiate a Section 5 investigation on the basis of apparent deception by TikTok and coordinate this work with any national security or counter-intelligence investigation that may be initiated by the U.S. Department of Justice,” said Congress.

The declaration was issued in response to a BuzzFeed article that claims ByteDance, the parent firm of TikTok, frequently accessed its users’ data, particularly those based in the United States. TikTok quickly refuted the accusations, though.

“[TikTok has] consistently maintained that our engineers in locations outside of the U.S., including China, can be granted access to U.S. user data on an as-needed basis.”

Source: CNBC

Based in LA, Alice Blake is a senior reporter for Kivo Daily. She primarily covers entrepreneurs.

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