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TikTok Establishes New Partnership with UnitedMasters to Assist Indie Musicians via the App

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tiktok establishes new partnership with unitedmasters to assist indie musicians via the app
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Amid speculation over its future in the US, TikTok’s counteroffensive, thus far, has largely revolved around showcasing the value its platform provides for Americans – both in terms of general usage and in creating new opportunities in jobs, content revenue, exposure, etc.

Which, in the middle of a pandemic, when unemployment figures are at record highs, should be of value, and could, TikTok would hope, reduce the US Government’s opposition to the app. Maybe.

This week, it’s announced another measure on this front, partnering with UnitedMasters to formulate a new music distribution opportunity for independent artists.

As per TikTok:

The partnership between TikTok and UnitedMasters enables TikTok users to distribute the music directly to other music streaming platforms. TikTok will opt all music from its creators who join UnitedMasters into the platform’s Commercial Music Library, with the artist’s blessing, giving businesses access to a large catalog of new sounds to use in their content. TikTok will also partner with UnitedMasters in promoting key artists on the platform.”

So, essentially, TikTok will facilitate music distribution deals with UnitedMasters, which will help little known musicians to launch their careers via the app.

Already, TikTok has become a key platform for music distribution, with some publishers even changing the names of their artists’ tracks in line with how they’re being referred to on the platform. The partnership with UnitedMasters builds on this, and could, as noted, provide more opportunity for musicians to gain viral traction through the app.

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Though as noted by TechCrunch, that might not ingratiate TikTok with other music labels.

By promoting indie artists to help them achieve viral success without a traditional label’s involvement, TikTok could become a launching pad for artists who don’t want a label deal.”

Music publishers have been pushing for TikTok to provide a more equitable revenue share model for its music usage, and while it does have licensing arrangements in place at present, the labels will likely be pushing for revisions in the next round of negotiations, given the platform’s massive success over the last year. 

But the focus, from TikTok’s perspective, is on its benefit to the US economy. Last month, TikTok launched its $200 million creator fund in the US, which it then subsequently announced would be increased to $1 billion over the next three years, while it’s also looking to create 10,000 new TikTok jobs across the US.

As per TikTok CEO Kevin Mayer:

TikTok has become the place where new music is discovered and explodes onto the scene, such as Lil Nas X’s “Old Town Road.” During the pandemic, we saw the resonance of Curtis Roach, whose “Bored in the House” mantra became an anthem for putting a positive spin on tough times and helped people better cope with the lockdowns.”

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The messaging here is that TikTok is good, it’s a good thing for the US economy, and that banning it will only hurt the local market. You wouldn’t want to do that, would you US Senators?

Given this, this latest announcement is in line with TikTok’s overall approach, and you can expect the platform to look for more ways to further root itself into the US economy, in order to make it more difficult to pull out, moving forward. 

Socialmediatoday.com

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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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