| TikTok has turned into a “viral popstar factory.” From older music becoming popular again to sea shanties, users on the app have been fueling music trends. But it has also become the place to discover music and emerging artists, which has gone into overdrive during the pandemic as young musicians “fast track [their] music career.” And record labels are noticing: UMG recently entered a global partnership with TikTok after pulling their music from competitor Triller. While pay depends on a musician’s contract, everytime a song is used, artists will receive revenue. Still, their “unknown-singer-to-signed-artist-securing brand-deals” pipeline is the “most radical part” of the platform’s impact on the music industry. (VICE) |
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