On January 18, TikTok shut down for 14 hours before being restored, but the app’s uncertain future in the U.S. could be a tough challenge for artists trying to grow their fanbase. See, TikTok has become a huge force in the music industry, helping new artists promote their catchy singles and become associated with a viral dance trend on the “for you” and “explore” pages. Tyla, Gracie Abrams, and Doechii are great examples of artists whose songs and careers have skyrocketed because of the platform’s worldwide engagement and accessibility. However, if TikTok goes dark in the U.S. again, it could significantly shift the way listeners discover new songs and how artists gain supporters.
The Negative Impact on the Music Industry and Upcoming Artists
Due to TikTok’s algorithm-driven content, record labels have relied heavily on the platform to promote their artists, but they may have to find new marketing strategies if the ban is approved. Users (and artists themselves) are known to create dance challenges on the app as a way to boost streams. Think of the virality of the recent “Viking” by SahBabii and “Tweaker” by LiAngelo Ball dance challenges. These moments allow TikTok creators to have fun and enjoy music with each other virtually, but if it gets taken away new methods of social media engagement will have to replace that joy so up-and-coming artists don’t lose momentum.
The role of record labels is already changing due to the much-needed strategic priority updates. For example, in 2024, record companies like Warner Music Group laid off hundreds of employees as a way to evolve and free up cash to invest in music operations. Also, Universal Music Group had a new licensing agreement with TikTok to improve compensation for artists and songwriters, promotional and engagement opportunities, and protections against generative AI. Ultimately, the layoffs and potential cancellation of record label partnerships could decrease the chances of artists in other countries breaking through in the U.S., since it has the largest recorded music market in the world.
What Are the Alternatives?
Aside from music platforms, like Apple Music and Spotify, artists could start using Instagram reels and YouTube shorts more often to promote their projects. However, engagement and visibility may be lower on these platforms. For instance, one report found that TikTok’s engagement rate reached 2.65%, making it higher than both Instagram and Facebook.
Community is the most important aspect of growing a fanbase on social media, so this potential ban prompted users to hunt for new platforms to discover their next favorite artist. RedNote is the newest Chinese app TikTok lovers are flocking to because of its focus on short-form content. Its layout is similar to Pinterest and Instagram, but will it take off regardless of the possible erasure of TikTok?
Since it is not confirmed whether TikTok will remain permanently available in the U.S., we’ll have to wait and see what the next popular app will be and how artists will adapt their social media marketing tactics to gain a large following in the meantime.
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