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What’s next for TikTok’s music industry revolution?

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What's next for TikTok's music industry revolution?

Ckay found global fame via TikTok. — © AFP

Eric RANDOLPH

With a billion users, TikTok has rapidly become one of the most important players in the music industry, and now has its sights set on revolutionising the way artists are discovered and get paid.

Success stories such as Lil Nas X — whose “Old Town Road” became effectively the biggest-selling US single of all time after going viral on TikTok — have demonstrated the power of the short-form video app.

Major labels, which initially freaked out over TikTokers using their music without a licence, quickly realised they needed to get on board.

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“When a disruptive tech platform appears, understandably the rights-holders get uncomfortable,” TikTok’s head of music Ole Obermann told AFP.

He was brought in from Warner Music in December 2019 to thrash out deals with the labels.

“Obviously we had to pay out substantial amounts of money. The good news is we’re totally licenced now and we’re talking to them every day about new things that haven’t been done before.”

– ‘Changing everything’ –

Meanwhile, TikTok has continued to create viral sensations that are reshaping the musical landscape.

TikTok has rapidly become one of the most important players in the music industry. — © AFP

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Sometimes, it’s old songs given a new lease of life, such as recent crazes for Fleetwood Mac’s “Dreams” or Boney M’s “Rasputin”.

But often it’s new or independent artists, who no longer need the backing of record labels to find a massive audience.

“It’s hard to overstate how much this is changing everything,” said Tom Rosenthal, a London-based musician whose songs have been used on 1.6 million TikTok videos.

“Major labels are kinda crapping their pants because the traditional systems of marketing no longer apply. (TikTok) is a great leveller. You can do it on your own,” he said.

Some artists are becoming huge without even knowing about the app.

That was the case with Nigerian popstar CKay. His 2019 single “Love Nwantiti” was a decent-sized hit in his home country, but then TikTok users got hold of it, and by November 2021 it had surpassed 15 billion streams and topped charts from Asia to Europe to North America.

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– ‘On to something’ –

TikTok is already thinking about next steps.

Its latest service, SoundOn, offers unsigned artists a simpler way to upload songs, get paid and find distribution.

Obermann hints this could see TikTok become more like a record label.

“We think we’re on to something,” he said, highlighting recent viral hits by unsigned acts Muni Lang and Games We Play.

“It’s early days in deciding exactly how we work with these artists on building their careers. But we see we can play a much bigger role in the artist discovery process in a very hands-on way.”

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– Pent-up demand –

Obermann also hopes to revolutionise the way that songs are used for adverts — a part of the business that is currently worth around $500 million globally per year but could be worth much more.

“Traditionally, it meant something like a big car brand licencing Celine Dion’s ‘I Drove All Night’ for their TV ads,” he said.

“But we have about one million small and medium businesses who want to make TikTok ads using music. And it’s an absolute nightmare because our licences don’t include commercial usage.”

Currently, each commercial use requires TikTok to get special permission from the label and all the songwriters, which can take months.

“It’s extremely inefficient. If we can redesign the way that works, (the global licencing business) would go from $500 million to several billion within a few years. There’s that much pent-up demand. We’re really working on that.”

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Other ideas include live-streaming concerts and direct sales, with some artists already flogging vinyls and merch through the platform.

But will TikTok disappear as quickly as it arrived? The ghost of MySpace, a previous revolutionary force in music, haunts its successors.

“That’s something we think about every day when we wake up,” said Obermann.

“We’re confident TikTok has tipped into the cultural zeitgeist to a tremendous extent at this point. But it’s always day one and you have to keep reinventing yourself to stay relevant.”


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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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