this post was submitted on 01 Feb 2024
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I think it's a short-sighted move by Universal. Granted, maybe they know something we don't (Tiktok getting banned soon), but the benefit in TikTok for artists isn't necessarily the revenue but the promotion of their songs. They are short clips, usually no more than 15~20 seconds long. Lots of people use the songs in their videos, lots more people listen to a clip and want to listen to the full thing -> they go to youtube or apple music or whatever where Universal presumably would make a much larger share of the revenue.
This should have far more upvotes than the easy “TikTok sucks” comments above. Whether you like the platform or not, it directly generates revenue for the musicians.
Anecdotally, the amount of times my kids have heard a song on TikTok then gone on to Apple Music and added it to their playlist - then usually listening to other songs by the same artists - must be in the hundreds by now.
TikTok basically controls the Billboard Hot 100 right now. Some say that's why 2023 was, according to a lot of pop music critics, such a bad year for pop.
But honestly, TikTok losing control over Billboard or less UMG artists on the charts are both positives to me.
Sadly my favourite band, The Score, publishes with UMG