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TikTok Announces Second ‘For You’ Summit for Marketers

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TikTok Announces Second 'For You' Summit for Marketers


TikTok has announced its second ‘For You’ Summit, this time focused on the South East Asian market, which will see it host a range of sessions with platform experts and creators to showcase the latest opportunities for marketers in the app.

As explained by TikTok:

The new age of entertainment has arrived. Across content, culture and commerce, joy and positivity are key to delivering success for businesses big and small. At TikTok, everyone’s in on the fun – especially brands. In this 70-minute event, learn how TikTok is evolving marketing in the region with the power of joy and entertainment. Join industry leaders and market experts as they reveal success stories from Netflix, McDonald’s, and many more.”

TikTok says the sessions will focus on measurement, content creation and ‘Shoppertainment’

TikTok For You Summit

As noted, this is TikTok’s second For You Summit, with the first being held last July. TikTok’s specifically hoping to build its eCommerce tools and integrations – hence the ‘Shoppertainment’ mention – and there’ll be various insights on the latest usage trends and behaviors in the app to help marketers plan out their tie in campaigns.

Commerce is a key element for TikTok, because right now, its revenue share programs for creators are not all that great. TikTok does have its $500m Creator Fund, as well as tipping and donations, but creators can earn a lot more for their efforts on YouTube or Instagram instead.

But at the same time, TikTok is the trending app of the moment, and with more marketers looking to get in on the action, now is the time for TikTok to capitalize on that interest, and maximize its revenue intake, in order to facilitate more funding and monetization options.   

See also  ByteDance valuation under huge pressure as TikTok sale nears

The For You Summit is another step in that direction, and with South East Asian internet adoption rising, it could become a key growth region for the app.

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You can register for next month’s For You Summit here.



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Murdered rapper’s song pulled from YouTube in India

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Sidhu Moose Wala's murder sparked anger and outrage from fans from across the world

Sidhu Moose Wala’s murder sparked anger and outrage from fans from across the world – Copyright AFP Narinder NANU

YouTube has removed a viral music video in India released posthumously by murdered Sikh rapper Sidhu Moose Wala following a complaint by the government.

The song “SYL” talks about the Sutlej-Yamuna Link (SYL) canal which has been at the centre of a long-running water dispute between the late Sikh rapper’s home state of Punjab and neighbouring Haryana.

The track, released posthumously on Thursday, also touches on other sensitive topics such as deadly riots targeting the Sikh community that broke out in India in 1984 and the storming of an important Sikh temple in Amritsar by the army the same year.

It had garnered nearly 30 million views and 3.3 million likes on the singer’s YouTube page before it was pulled down over the weekend.

“This content is not available on this country domain due to a legal complaint from the government,” said a message posted on the song link.

The song is still available in other countries.

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In an email to AFP, a YouTube spokesperson said it had only removed the song in “keeping with local laws and our Terms of Service after a thorough review”.

The government did not immediately respond to enquiries.

Moose Wala’s family termed the removal of the song “unjust” and appealed to the government to take back the complaint, local media reports said.

“They can ban the song but they cannot take Sidhu out of the hearts of the people. We will discuss legal options with lawyers,” uncle Chamkaur Singh was quoted as saying by the Hindustan Times daily.

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Moose Wala — also known by his birth name Shubhdeep Singh Sidhu — was shot dead in his car in the northern state of Punjab last month.

The 28-year-old was a popular musician both in India and among Punjabi communities abroad, especially in Canada and Britain.

His death sparked anger and outrage from fans from across the world.

Last week, Indian police arrested three men accused of murdering Moose Wala and seized a cache of weaponry including a grenade launcher.

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The men had allegedly acted at the behest of Canada-based gangster Goldy Brar and his accomplice Lawrence Bishnoi who is currently in jail in India.

Moose Wala rose to fame with catchy songs that attacked rival rappers and politicians, portraying himself as a man who fought for his community’s pride, delivered justice and gunned down enemies.

He was criticised for promoting gun culture through his music videos, in which he regularly posed with firearms.

His murder also put the spotlight on organised crime in Punjab, a major transit route for drugs entering India from Afghanistan and Pakistan.

Many observers link the narcotics trade — mostly heroin and opium — to an uptick in gang-related violence and the use of illegal arms in the state.

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