{"id":17353,"date":"2025-01-18T14:37:21","date_gmt":"2025-01-18T13:37:21","guid":{"rendered":"http:\/\/costops.com\/index.php\/2025\/01\/18\/a-lot-of-chaos-quickly-panic-grips-us-music-industry-as-kingmaker-tiktok-faces-ban\/"},"modified":"2025-01-18T14:37:21","modified_gmt":"2025-01-18T13:37:21","slug":"a-lot-of-chaos-quickly-panic-grips-us-music-industry-as-kingmaker-tiktok-faces-ban","status":"publish","type":"post","link":"http:\/\/costops.com\/index.php\/2025\/01\/18\/a-lot-of-chaos-quickly-panic-grips-us-music-industry-as-kingmaker-tiktok-faces-ban\/","title":{"rendered":"\u2018A lot of chaos, quickly\u2019: panic grips US music industry as \u2018kingmaker\u2019 TikTok faces ban"},"content":{"rendered":"

Labels and artists forced to rethink marketing strategies as viral hit-making app faces possible US shutdown on Sunday<\/p>\n

On a recent Monday morning, Olivia Shalhoup opened her laptop and steeled herself for a day of meetings. Around 40% of her work as the founder of Amethyst, a marketing and PR agency, focuses on helping musicians navigate TikTok<\/a>. On this particular day, the fate of the app in the US hung in the balance, with a supreme court<\/a> ruling looming, and her clients were tense. \u201cThe big thing we were talking about in every single call is: \u2018What are we going to do?\u2019\u201d Shalhoup said. \u201cTo say that TikTok is crucial to artist campaigns right now is an understatement. No one is immune from this.\u201d<\/p>\n

Since its debut in 2017, TikTok has become a star-making machine, as short-form video content has eclipsed traditional forms of music promotion such as TV and radio. The app has the power to make rising<\/a> artists<\/a> into A-listers<\/a>, propel their ascent to the top <\/a>of the charts<\/a>, and turn Magic FM staples like Running Up That Hill into gen alpha<\/a> hits<\/a>. With the help of TikTok, Lil Nas X turned the $30 beat of Old Town Road into a career-making smash, while dance challenges drove Doja Cat\u2019s Say So and Megan Thee Stallion\u2019s Savage to No 1 in the US. More recently, songs like Djo\u2019s End of Beginning and Artemas\u2019s I Like the Way You Kiss Me became global smashes after going viral on the app. The ability to track a song\u2019s stickiness, engagement and reach is something like a label executive\u2019s dream, offering what the author John Seabrook has called<\/a> \u201creal-time global callout data\u201d, which in turn helps bigwigs make smart deals.<\/p>\n

Continue reading…<\/a>
\nLabels and artists forced to rethink marketing strategies as viral hit-making app faces possible US shutdown on Sunday
\nOn a recent Monday morning, Olivia Shalhoup opened her laptop and steeled herself for a day of meetings. Around 40% of her work as the founder of Amethyst, a marketing and PR agency, focuses on helping musicians navigate TikTok. On this particular day, the fate of the app in the US hung in the balance, with a supreme court ruling looming, and her clients were tense. \u201cThe big thing we were talking about in every single call is: \u2018What are we going to do?\u2019\u201d Shalhoup said. \u201cTo say that TikTok is crucial to artist campaigns right now is an understatement. No one is immune from this.\u201d
\nSince its debut in 2017, TikTok has become a star-making machine, as short-form video content has eclipsed traditional forms of music promotion such as TV and radio. The app has the power to make rising artists into A-listers, propel their ascent to the top of the charts, and turn Magic FM staples like Running Up That Hill into gen alpha hits. With the help of TikTok, Lil Nas X turned the $30 beat of Old Town Road into a career-making smash, while dance challenges drove Doja Cat\u2019s Say So and Megan Thee Stallion\u2019s Savage to No 1 in the US. More recently, songs like Djo\u2019s End of Beginning and Artemas\u2019s I Like the Way You Kiss Me became global smashes after going viral on the app. The ability to track a song\u2019s stickiness, engagement and reach is something like a label executive\u2019s dream, offering what the author John Seabrook has called \u201creal-time global callout data\u201d, which in turn helps bigwigs make smart deals. Continue reading…Technology | The Guardian<\/p>\n","protected":false},"excerpt":{"rendered":"

Labels and artists forced to rethink marketing strategies as viral hit-making app faces possible US shutdown on Sunday On a recent Monday morning, Olivia Shalhoup opened her laptop and steeled herself for a day of meetings. Around 40% of her work as the founder of Amethyst, a marketing and PR agency, focuses on helping musicians …<\/p>\n

\u2018A lot of chaos, quickly\u2019: panic grips US music industry as \u2018kingmaker\u2019 TikTok faces ban<\/span> Read More »<\/a><\/p>\n","protected":false},"author":0,"featured_media":17354,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"_links":{"self":[{"href":"http:\/\/costops.com\/index.php\/wp-json\/wp\/v2\/posts\/17353"}],"collection":[{"href":"http:\/\/costops.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/costops.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"http:\/\/costops.com\/index.php\/wp-json\/wp\/v2\/comments?post=17353"}],"version-history":[{"count":0,"href":"http:\/\/costops.com\/index.php\/wp-json\/wp\/v2\/posts\/17353\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/costops.com\/index.php\/wp-json\/wp\/v2\/media\/17354"}],"wp:attachment":[{"href":"http:\/\/costops.com\/index.php\/wp-json\/wp\/v2\/media?parent=17353"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/costops.com\/index.php\/wp-json\/wp\/v2\/categories?post=17353"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/costops.com\/index.php\/wp-json\/wp\/v2\/tags?post=17353"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}