Posted on November 3, 2022

TikTok Sets Off To Become Record Labels’ Biggest New Competitor

By John Reynolds

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.

Posted on September 29, 2022

The Best Tricks For A Musician’s Powerful TikTok Campaign

By Barbara Drews

How to make a powerful TikTok campaign? TikTok has had a remarkable growth spurt; last year, it attracted its 1 billionth user, considerably earlier than either Facebook or Instagram had. Whatever way you look at it, TikTok is here to stay, and artists would be wise to make TikTok a key component of their marketing and social media plan for 2022. 

What Is TikTok?

For those who are unfamiliar, TikTok marketing campaign is a social networking site that allows users to publish videos. The Chinese-owned platform, in contrast to YouTube, is designed for short-form videos that are between 15 and 3 minutes long.

In its early years, TikTok was well-known for videos of challenges and lip-syncing. In their most innocent and pleasant forms, they were usually content pieces about learning certain dance routines to songs, but they were also hugely controversial.

The Importance Of TikTok Campaigns

TikTok videos have millions of views, and the attention they receive from all of those viewers who are interested may lead to some fairly sizable transactions. 

Since so many users may record themselves dancing to your song on the site, TikTok’s fondness for dance-based challenges makes it especially alluring to musicians for the royalties alone.

How To Nail Your TikTok Music Campaign

We like to approach TikTok music campaigns in the following ways:

Follow Other Musicians

You may signal to the TikTok algorithm that you’re interested in finding ways to market your music by following artists in your niche. Your choices are taken into account when the For You page (fyp) algorithm changes. It will start displaying videos for your convenience.

Decide Your TikTok Personality to build a powerful TikTok Campaign

Consider the sort of appearance you want to project since you want to be easily recognizable. This is something you’d contemplate when performing, so it only makes sense to do the same for your TikTok audience.

Settle On A Hook

Consider which section of your music would be a fitting cue for a video. It might be that the beat is ideal for a dance routine or that the words are relevant. It may loop nicely. Clue: it’s not always the chorus.

Make A Discovery Plan

To ensure you’re directing TikTok traffic as efficiently as possible, optimize your profile and include any pertinent links to your bio.

Pay Creators to have a powerful TikTok Campaign

Deals for song promotions between influencers and music marketers have grown to be a significant source of money for TikTok producers. When promoting a song by an artist, some people may make hundreds or even thousands of dollars from a single video.

Micro-Influencers

Marketers are increasingly using micro-influencers rather than big-name celebrities for song promotions as TikTok’s user base has increased and the content industry has gotten more crowded.

TikTok Music Challenges

There’s always a new challenge coming through the For You Page. Use it for your benefit. Join the challenge. Or simply, make your challenge. A short dance on your song!

Exclusive Events With TikTok Creators

To promote a song before it is released, some artists and labels collaborate with TikTok’s staff to conduct secret listening sessions with creators. When Miley Cyrus was getting ready to release her single “Midnight Sky” in the summer of 2020, her team worked with TikTok to arrange two secret Zoom conversations with about 15 creators so they could hear the song in advance.

Last Words Of Advice for creating a powerful TikTok Campaign

Undoubtedly, TikTok is the inspiration for several viral successes, so if you’re trying to promote your music online, you can’t afford to ignore the platform’s popularity. MPT Agency specializes in using TikTok to promote and distribute new music to the right audience. To find out what other services can enhance your musical career, make sure you check our blog regularly and follow us on Instagram for more music marketing-related updates.