Published
Fri, Feb 23, 2024, 11:30
- How useful is the video app for the electronic underground? Our latest industry dispatch dives in.
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There's no question that TikTok is cementing its grip on the music business. It has its own streaming app, in-house marketing, distribution and is reportedly looking to hire an A&R lead. But just how useful is it for the electronic underground? TikTok's ongoing spat with Universal Music Group (UMG) offers key insights on how labels value the social platform.
UMG recently yanked its catalogue from the app, blaming the latter's royalty rates, which are lower than industry standard, and lack of regulation over AI-generated music. In an open letter, the major label said that despite TikTok's reliance on music-based content, it accounted for just one percent of UMG's total revenue. In response, the app called UMG's actions "self-serving," saying it "put their own greed above the interests of their artists and songwriters."
UMG's intentions might be noble, but its emerging artists could very well experience a short-term setback from a lack of exposure. TikTok calls itself "a free promotional and discovery vehicle"—and it's not wrong. Its billion-plus users can propel artist careers into overdrive: PinkPantheress, Nia Archives, Caroline Polachek, Charli XCX and Shygirl are some of the electronic acts who've benefitted from viral TikTok moments. It's "the central place for fan engagement" with electronic music, which has outperformed hip-hop on the platform, according to the most recent IMS Business Report. One key reason is TikTok's fan edits, which enable cross-genre collaborations and go hand in hand with the phenomenon of more young people eschewing rigid genre classifications.
As TikTok aligns itself more with electronic music through partnerships with Amsterdam Dance Event and live streams of Bicep shows, more Gen Z fans are discovering a slightly nicher realm of dance music. TikTok's audience is valuable but for many DIY labels, streaming metrics simply aren't all that. It remains to be seen if underground labels even have the bandwidth to properly engage with the platform. Monitoring the wide world of social listening requires manpower and resources, which bigger labels have more of. For more on how the video creation and sharing app is changing electronic music, revisit our feature from 2022.
Perspectives on the ground
Mita De, head of artist strategy at UK independent label Ninja Tune, says TikTok is a crucial component of its artist campaigns, audience development strategy and overall marketing plans.
"Short-form content is the gateway to a deeper fan experience," De told Resident Advisor. "It's the entry point for a fan who's then directed towards longer consumption in the form of extended content on YouTube, albums (new and catalogue), press interviews, sessions and convert them into subscribers, ticket, physical album and merch buyers, therefore building a long-term artist-fan relationship."
It's important to have "a creative content strategy in place to communicate the artist narrative," she continued. This can "help nudge the algorithm across TikTok, Instagram (Reels) and YouTube (Shorts), as well as Spotify (Clips) and Apple Music," making it an integral element of release campaigns.
She added: "Viral moments can have a very powerful impact on streaming results. There's nearly always a direct correlation, so as a label where ultimately our goal is to maximise music sales—and there are limited ways to have breakout success—a viral moment is almost certainly a very beneficial thing. However, as with any form of accelerated success, there will be different levels of fans that will be attracted."
That requires catering to different audiences and tailoring marketing. "We also mitigate risks of drop off or backlash by ensuring that there is a solid offering of options to engagement in the community so there is awareness beyond just one song," De said. "This can be across mailing lists, messaging broadcast channels and community platforms such as Discord: all strategies to turn passive listeners into real fans."
In case you missed it: important industry news
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• How do you get acoustic instruments to play electronic music?
• The quest to build more accessible music tech for blind and visually impaired artists
• Grammy/Emmy divergence spotlights awards shows' vexing viewership
