Music marketers are adapting to the new no-UMG landscape on TikTok. Without tons of trending songs available to use in content, marketers in the industry are turning to other social media platforms (like Instagram Reels) or using unofficial versions of UMG songs in TikTok videos. Many are using user-uploaded versions of UMG songs that haven’t been taken down yet—though it’s less reliable and is usually altered versions of a song. This hasn’t been all bad, though: it’s led to a spike in views for original sounds that have yet to be impacted by the UMG-TikTok dispute, like those by smaller artists looking to get new listeners on the app. (Business Insider)
📊 YPulse data: TikTok is the top social platform 13-39-year-olds discover new music on
