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TikTok Has Changed Music

T

TheBigA

TikTok has changed how people use music...and therefore how people use radio:

www.npr.org

TikTok has changed music — and the industry is hustling to catch up

TikTok has flipped the script on the music industry, and everyone from artists to analysts and even marketing bosses at the top labels are trying to catch up.
www.npr.org www.npr.org

Two things I'm amazed by is how people use TikTok to interact with music, and secondly how dirty the music is. A lot of what I hear on TikTok would never get airplay on the radio.

There was a song in country music last year called Fancy Like. The artist put a dance version of the song on TikTok. The song went to #1 in a few months, and has been nominated for a bunch of awards.

Having said that, it's likely that TikTok may become more important than Spotify, and that Spotify may be looking for ways to make it's platform more interactive.

And keep in mind that TikTok is owned by a Chinese company. That may cause problems moving forward.
 
Yes, it has. There's a song called I love you so by the Walters which was on alternative all the way back in 2014 which has charted on pop after a long wait because it blew up on TikTok.
 
tall_guy1 said:
Yes, it has. There's a song called I love you so by the Walters which was on alternative all the way back in 2014 which has charted on pop after a long wait because it blew up on TikTok.
Click to expand...

Quite often what causes it to blow up is not strictly the music, but the user generated video that's attached to it.

So users are basically co-opting the music for their own production. TikTok pays the royalties.

A lot of the videos I've been seeing are less than a minute.
 
TheBigA said:
Quite often what causes it to blow up is not strictly the music, but the user generated video that's attached to it.

So users are basically co-opting the music for their own production. TikTok pays the royalties.

A lot of the videos I've been seeing are less than a minute.
Click to expand...
Yeah, I have noticed that. Seems like TikTok targets a very young demo, and these days pop is more for the 25+ crowd, so it's interesting to see what crosses over.
 
TheBigA said:
Quite often what causes it to blow up is not strictly the music, but the user generated video that's attached to it.

So users are basically co-opting the music for their own production. TikTok pays the royalties.

A lot of the videos I've been seeing are less than a minute.
Click to expand...
In Tik Tok, any user can save the music (or sound clip) to use on their own video. It isn't necessarily the first video going viral. One can search videos using that same audio. Audio is driving the shares
 
TheBigA said:
Quite often what causes it to blow up is not strictly the music, but the user generated video that's attached to it.

So users are basically co-opting the music for their own production. TikTok pays the royalties.

A lot of the videos I've been seeing are less than a minute.
Click to expand...
It was limited to one minute until recently. BTW business accounts can only use generic music
 
That still seems better than You Tube, who now will hit a channel with a violation for music in a video if it is over 7 seconds.

In another thread I asked why You Tube was so strict on this yet in other cases you can find complete songs and even albums, sometimes even posted by the artists themselves, or someone representing them, but other times by fan sites. In some cases this also can be videos of live performances. But I recently read in an article where the artists get paid for every view, even if it was posted by someone other than them. It seems like this makes more sense than taking down a video just because of a few seconds of a song being in it.
 
anotherguyTN said:
I recently read in an article where the artists get paid for every view, even if it was posted by someone other than them. It seems like this makes more sense than taking down a video just because of a few seconds of a song being in it.
Click to expand...

But Google is who pays that royalty to the artist. Not the person uploading the content. So the company is trying to minimize its payments.
 
SiriusXM’s TIkTok channel is interesting. It’s uncensored (obviously has to be) - it gives me the idea of what a CHR trying to get under 24’s, Gen Z, etc. would sound like. A lot of the viral “hits” on TikTok are just 60 or 90 second recordings, so the rate at which the songs change is pretty fast. A lot of the most listened to songs on TikTok aren’t even “new”
Songs - Edison Lighthouse’s “Love Grows Where My Rosemary Goes” blew up early this year, and even older artists like Frank Sinatra and Ella Fitzgerald have.

A lot of the “viral” songs can be hits that are 5-10 years old which makes me wonder if this is another factor behind stations like Z100 and other CHR’s increasing their share of golds.
 
101tm said:
SiriusXM’s TIkTok channel is interesting. It’s uncensored (obviously has to be) - it gives me the idea of what a CHR trying to get under 24’s, Gen Z, etc. would sound like. A lot of the viral “hits” on TikTok are just 60 or 90 second recordings, so the rate at which the songs change is pretty fast. A lot of the most listened to songs on TikTok aren’t even “new”
Songs - Edison Lighthouse’s “Love Grows Where My Rosemary Goes” blew up early this year, and even older artists like Frank Sinatra and Ella Fitzgerald have.

A lot of the “viral” songs can be hits that are 5-10 years old which makes me wonder if this is another factor behind stations like Z100 and other CHR’s increasing their share of golds.
Click to expand...
Tik Tok seems to be tighter on language than one might think. Users areself policing to not get banned. Words like seggs for sex, "unalive for kill or dead"
 
I see a lot of music on YT. Full albums, many of which have been on YT for 5-10 years. Not posted by the record company. Oftentimes with commercials included. It leads me to think there is more that goes on with the payment system than just Google paying artists royalties. There are commercials involved, too. So Google is monetizing much of the content, which probably helps pay for the royalties.
 
boombox4 said:
I see a lot of music on YT. Full albums, many of which have been on YT for 5-10 years. Not posted by the record company. Oftentimes with commercials included. It leads me to think there is more that goes on with the payment system than just Google paying artists royalties. There are commercials involved, too. So Google is monetizing much of the content, which probably helps pay for the royalties.
Click to expand...
As long as YouTube has licensed that song, it doesn't seem to matter if it's uploaded from a scratchy 45 or a 60-year-old aircheck tape.
 
gr8oldies said:
As long as YouTube has licensed that song, it doesn't seem to matter if it's uploaded from a scratchy 45 or a 60-year-old aircheck tape.
Click to expand...
When I find a song I haven't heard in a long time on YouTube, I make a habit of looking at the rest of that user's uploads, which often leads me down a pleasant rabbit hole of similarly forgotten favorites as well as deeper cuts in the genres I enjoy.
 
boombox4 said:
I see a lot of music on YT. Full albums, many of which have been on YT for 5-10 years. Not posted by the record company. Oftentimes with commercials included. It leads me to think there is more that goes on with the payment system than just Google paying artists royalties. There are commercials involved, too. So Google is monetizing much of the content, which probably helps pay for the royalties.
Click to expand...
Yes, that's exactly what happens.

Suppose "Mr. Carlson's Lab" uploads a video with a segment of a song that is copyrighted. He repairs antique radios, so not improbable that 20 or 30 seconds of music would make it on there.
YouTube would essentially redirect the ad money Paul Carlson would receive to the record label.

YouTube may also impose a "copyright strike" if the studio submits a complaint, and after three such strikes a channel is deleted.
 
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