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Posted on November 3, 2022

TikTok Sets Off To Become Record Labels’ Biggest New Competitor

By John Reynolds
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Record labels have taken a new form and it looks a lot like TikTok. The short-form video-sharing company has plans to increase its share in the marketplace by distributing music for independent emerging artists. Is TikTok The Biggest Competitor?

Music label companies and TikTok have had a pretty rough start and although they’re on good terms amid the multiple revenue-sharing deals, it seems the feud is set to rise again, as the platform wants to expand its dominance in the industry.

The giant labels are aware of TikTok’s power to create chart-topping hits and they wouldn’t miss an opportunity like that to invest their money, especially when they can give potential up-and-coming artists a chance to shine.

But with over one billion users and over 200 million downloads in the US alone, TikTok is slowly paving the way for its expansion, and with the launch of SoundOn, it’s only normal that the traditional record labels feel threatened.

It wasn’t long ago that ByteDance (TikTok's parent company) started up the all-in-one platform for music creators and independent artists, where musicians can hold 100% ownership of their songs and receive 100% of the royalties. All these flexible contractual clauses have made it easier for them to promote their music and reach global audiences. 

Now, it appears that ByteDance is also on the hunt for A&R scouts. Rising to the task of offering all the services of the traditional music business; finding, signing, and marketing artists, TikTok with the support of ByteDance has become a full-circle label company.

According to Murray Stassen (MBW), ByteDance is hiring new A&R managers in LA, NY, Miami, and Toronto. The job description requires candidates to “focus on the US music landscape, to sign and develop artists within the independent music community.”

ByteDance is targeting independent artists by marketing itself as the “#1 partner for artist development, promotion, and monetization.” In addition, TikTok has over 100 new music-related job openings in all parts of the world, including Europe (Germany, France, UK), South America (Brazil), South Africa, and Asia (India). 

Major music and entertainment businesses like The Orchard (Sony Music Publishing subsidiary) will have no choice but to compete with TikTok’s parent company. The tension is already building up between TikTok and Sony Music, as the latter recently pulled its catalog from the music streaming platform Resso (Owned by ByteDance).

Further new restrictions are being set, as substantial businesses are now asking the fast-rising platform to change its licensing deals on a revenue-share basis. If this gets applied, music industry giants, along with the artists, will get paid every time their music is played in a monetized video on TikTok.

Stay connected with MusicPromoToday to stay up-to-date with the latest trends and developments. Visit the MPT Agency Blog to find out more about what’s going on in the music industry and what’s to come.


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    Posted on October 11, 2022

    How Content Syndication Works And Why You Need It

    By Yvonne Martin
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    There are 3 types of content syndication work for independent artists, that an artist can utilize to maximize their reach. 

    Syndication services have gotten some bad press in the last few years, but their contribution to the overall market cannot be ignored. They work as a hub for featured pieces and redistribute the news, press or media they aggregate to their network of partners or their very own websites.

    Content Syndication Work for Independent Artists

    Content syndication is primarily used through a web-based platform and exists on both big and small websites. The purpose is to spread the news as far wide reach as possible to attract larger media outlets to your cause.

    In the digital world, there are a lot of blog conglomerates that survive uniquely via their syndication contracts and generate thousands of articles per day. Furthermore, they are an integral part of the ecosystem due to their hold on the market's viewership. Be it legacy institutions or new algorithmic players, syndicating content allows an independent artist to reach pretty far at a fair budget. However, be wary, as not all syndicates will be sending it to targeted groups that represent your audience.

    Media Syndication

    Media syndication is the process of making stories available to multiple news outlets by subscription. Those outlets or journalist groups will

    The Associated Press, Reuters, Bloomberg, Tribune Services, and King Features are all examples of news and feature syndicates that aggregate news articles from other sources and publish them to their viewers. 

    As a strategy, this form of distribution is interesting for artists as their stories can be shared across multiple websites simultaneously. Depending on the quality of the channels this pricing can vary anywhere between 100$ - 10,000$. 

    Besides, depending on the niche community you are going to be targeting, you can swap titles to address specific packages of websites that cater to a different crowd than your main target audience.

    Broadcast Syndication: 

    First, Broadcast syndication is the practice of leasing the right to broadcasting television shows, and radio programs, to multiple television stations and radio stations, without going through a broadcast network.

    Second, It is common in the United States where broadcast programming is scheduled by television networks with local independent affiliates to have groups that circumvent the commercial trend.

    Finally, syndication is less widespread in the rest of the world. As most countries have centralized networks or television stations without local affiliates.

    Shows syndicated internationally:

    Although this is less common, as an artist, your content will be distributed evenly across the market but have to fit inside the conglomerate's thematic principles. This becomes more difficult for indie artists but not impossible. Should you have the right agency by your side, sync and licensing contracts can help you reach groups of media that would otherwise be outside of your reach.

    The 3 most common types of syndication are:

    1. First-run syndication: programming that is broadcast for the first time as a syndicated show and is made specifically to sell directly into syndication.
    2. Off-network syndication, is the licensing of a program that was originally run on network TV or in some cases, first-run syndication.
    3. Public broadcasting syndication.
    Content Syndication Work for Independent Artists
    image credit: Izooto

    Companies that do content syndication work for independent artists within their properties include:

    1. USA Today and Gannett
    2. The Sydney Morning Herald and Nine Publishing
    3. Medium.com

    Sites that serve content through content syndication work for independent artists:

    1. Huffington Post
    2. Forbes
    3. Seeking Alpha

    A Quick Strategy list of Content syndication  

    1. Republish your most recent and most popular content on bigger websites. They may have more followers and authority than you. 

    2. Syndicate old content on blogs and websites with about the same audience and authority as your own. 

    3. Guest post on a more prominent publication and later on your website, Medium, or LinkedIn. 

    4. Pitch to and be picked up by sites that publish syndicated content themselves

    How can MPT Agency help you with content syndication work for independent artists?

    To properly incorporate syndication in your campaign, be with a professional team. Again, they need to have gathered your key target audiences and assessed the proper direction your campaign is to take. Not to mention the team needs to know how to trace and track the results. Without a team or virtual support, it is difficult to adapt your reach campaign.

    MPT Agency has been building ties with writers, journalists, blogs, and a wide variety of industry professionals in the press for 15 years. As an artist, we help you navigate the industry and target the market for these types of groupings and media circles so that the press you release can be maximized.

    Following on our other blogs, we definitely think that you should take a look at our articles about "Digital Blogs", this will help you understand the landscape better. Give us a quick Follow on Instagram for more music marketing-related updates.


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      Posted on September 30, 2022

      The Ultimate Truth Behind Media Interviews, Tips & Tricks For Musicians

      By John Reynolds
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      To Ace A Media Interview you need to accept the ultimate truth behind media interviews. One of the finest methods to inform your audience about who you are in your own words is media interviews. However, going on an interview is nerve-wracking, especially if your career is just getting started.

      Interviews frequently do not feel natural. It's hard to shake off the sense of being recorded or the fear of saying poorly chosen words that harm your career.

      In truth, media appearances are another sort of performance. They are quite helpful for gaining new fans and creating buzz. But, you have to put in the same level of preparation that you do for a live show. 

      Since interviews are all about your biggest passion —your music— there are more media outlets than ever seeking to interview musicians. Magazines, blogs, podcasts, radio and television programs, YouTube channels, etc.

      In all the scenarios you will either be contributing background information and quotations for a story as the subject of the interview. Or the audio/video of your interaction will serve as the article's actual content. Therefore, you should have thought out some of the topics before getting on the phone or the air with a journalist.

      Behind Media Interviews,

      Pretty Much Everything We Know About Interviewing

      Sure, you can certainly wing it and still deliver a captivating interview if you are quick-witted and self-assured. But for the rest of you, here are some tried-and-true pieces of advice to ease follow.

      Stay Calm

      Interviews are just conversations. Keep in mind that the interviewer possibly feels the same way if you are feeling nervous. Reporters and journalists are taught to carry on uninterrupted conversations. 

      They'll frequently take extended pauses since they know you will have to talk more to fill the awkward quiet. Do not give in to the pressure. It is OK to take your time and consider your response before responding.

      Be Sincere And Honest

      It is OK to avoid being "politically correct" or to support topics you do not genuinely care about. Both interviewers and readers can see straight through it. 

      Consider your fanbase's moral standards and passions, and reach out to those you share. Otherwise, you risk being the target of an internet witch hunt. After all, is defending your position on the day's most controversial issue worth endangering your career? Definitely not.

      Investigate the team behind media interviews

      Before engaging with a newspaper or channel, do some research to make sure that your morals are aligned. To make sure it is a good fit, research its demographics, topics, and overall reach. Look up previous articles written by the journalist you will be chatting with. This might help you anticipate their questions.

      Give a chance to smaller, regional blogs despite that. You never know what companies those bloggers may eventually work with. Additionally, visitors of smaller blogs sometimes follow them with far greater devotion, potentially creating devoted followers.

      Be Well-Prepared

      Unless there is an urgent matter, arrive on time for your interview. Don't change your schedule because it is very unappealing. It can harm your reputation with prospective publishers forever.

      If you are doing an email interview, make an effort to use proper grammar. Copy editing is ultimately their responsibility. But doing your part shows the reporter that you are aware of their time-consuming duties. 

      Be professional! This benefits you in the long run since journalists communicate with one another.

      What’s Your Story?

      Do you know the details of your musical journey? What's the best part? Why would a stranger be interested in your music or story if they had never heard of you? 

      Get it. Know it. Bring to a boil. 

      Do not give everything away! Reserve the best material for each interview you are on.

      Practice Makes Perfect: a fundamental Truth Behind Media Interviews,

      Ask yourself questions frequently. Create some intriguing responses to make sure you have covered all the essential parts. 

      Then, say your response loudly. Why loudly? Because your breath flutters and your heart beats quicker when you are anxious. You also start to stutter. Then you are doomed!

      Hence, you can reduce your anxiety by practicing aloud before the event.

      Avoid One-Word Answers

      Do not be hesitant to go into depth; the interview's goal is to learn more about you and your music.

      There is a distinction between providing in-depth, engaging responses and endless rambling, though. Allow the interviewer to intervene if necessary to keep the dialogue moving.

      Therefore, With a Partner like MPT, you'll know the truth behind media interviews,

      Remember these techniques the next time you are feeling anxious or nervous before an interview.  Do not allow fear to stop you from going for the job since one amazing interview may lead to a career full of them (and one terrible one typically will not ruin you).


      For independent musicians, MPT Agency offers realistic and efficient SEO-based music marketing services to increase exposure and offer substantial social evidence for long-term success. To find out what other services can improve your musical career, make sure you check our blog regularly and follow us on Instagram for more music marketing-related updates.


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