The Music Industry’s braces to trick us Tiktok ban and “Marketing Apocalypse”

New York, New York – Tiktok has changed dramatically music discovery and marketing – an addiction the threatening US ban On the popular app have emphasized when the music world braces for an unknown future.

The fact that the app for short -shaped video sharing can be suspended in the United States from Sunday has benefited a feeling of “marketing palays” all over the industry, says Tatiana Cirisano, a music industry analyst at Midia Research.

For several years, TikTok has been an integrated tool for most musicians, a jumping point for artists who want to break out and an essential marketing platform for established musicians.

In an increasingly fragmented musical landscape, says Cirisano, “Tik Tok served as a kind of lightning bar where popularity could actually coincide into a hit, and it can actually be these more mainstream cultural moments.”

Now digital marketing companies say that artists are rushing to download and archive their Tiktok content before the app becomes the dark-the worst case “, says Cassie Petrey, founder of Digital Marketing Company Crowd Surf.

“We have helped a lot of talent to build large audiences” on Tiktok, Petrey said. “It’s unfortunate.”

Which platform can fill a potential void is a question in front of the industry’s senses? Obvious almost parallels include Youtube shorts and Instagram Rolls.

Both functions were created in Tiktok’s image – but none of them have had comparable appearance.

“It’s one thing to measure the user base or the weekly active users of these platforms,” ​​Cirisano said, numbers she said are on par with Tiktok.

But when it comes to “cultural heft,” she said, “they haven’t had the same impact.”

Jahan Karimaghayi, co -founder of the marketing company Benchmob, has urged customers to consider “changing their strategy specifically to Instagram.”

“Instagram is a bit more of an art gallery – it’s about showing content to your followers – where TikTok it is almost as if you are doing content for people who do not follow you,” he said.

Sarah Flanagan, an influencer -marketing expert in the music industry, echoed that view and said that on Tiktok “discovered comes from a viral sound point of view” versus image.

“It’s huge when it comes to why Tiktok has worked so well for music,” she said.

It is an advantage that Youtube – as Karimaghayi pointed out that many already use “as a Jukebox” – could have.

“If people migrate to shorts, there is a real opportunity for artists to connect even more music,” Flanagan said.

And Americans are already trying new alternatives, as China’s popular viral video app rednote. It has increased to Top Apple’s free app downloads, although experts say it can be a short-term trend.

As earth-shaking as a Tiktok Ban-Stats at Stateside can be for music, “I think there are definitely artists who will breathe with relief for their mental state if TikTok disappears, because of just the pressure to create content, the pressure for to go viral, ”Cirisano said.

Contrary to laying out a high -production music video, the explosion of card form video has meant “suddenly artists are burdened with having to create their own format” rather than working with a full team, Flanagan said.

“No one told them what they would do and how to look cool.”

But experts agree that every break can be short – losing us TikTok will not spell the end of content creation beyond the music.

“There are very few artists today who can set up music and do very little,” Karimaghayi said.

For Cirisano, fear of a TikTok ban is a sharp reminder that “socially is what drives music and culture, and that lurks down to flowing – When it used to be the opposite. “