Indie Music

How TikTok is changing the music industry & giving artists more power than ever [MUST WATCH]

The unparalleled power of TikTik as a viral marketing machine is changing not just how music is marketed, but who gets signed to record deals and how modern record deals are structured.

The teams at Vox and The Pudding dug deep into the data to learn how with a focus on the powerful influence that TikTok now has on Spotify plays and playlists.

“It turns out the app is completely revolutionizing the way record labels work and giving artists more leverage than ever.”

Their process included dozens of custom data sets and conversations with hit songwriters and music industry executives to match data with real experiences.

After seven months of spreadsheets, data deep-dives, and interviews, they were able to track what happens to artists after they go viral – and how the music industry has been changed by TikTok.

Bruce Houghton is Founder and Editor of Hypebot and MusicThinkTank and serves as a Senior Advisor to Bandsintown which acquired both publications in 2019. He is the Founder and President of the Skyline Artists Agency and a professor for the Berklee College Of Music.

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