With a potential TikTok ban in the U.S. starting on January 19, record labels are scrambling to adjust their marketing strategies.
TikTok has become a crucial tool for promoting music and discovering new artists, but its future remains uncertain.
Alec Henderson, head of digital at Artist Partner Group (APG), acknowledges the challenge, noting, “It’s hard to imagine a reality where TikTok actually goes down, but we need to be prepared.”
Marketers are already preparing video content for other platforms in case TikTok disappears.
The potential loss of TikTok would particularly affect emerging artists, as TikTok has been a significant driver of new music discovery.
Other platforms like Instagram Reels and YouTube Shorts are seen as alternatives, but they don’t yet offer the same reach.
While there’s hope the ban may not happen or could be short-lived, many marketers are already exploring options, including VPNs to reach international audiences.
Marketers are also looking at platforms like Twitch, Snapchat, and X (formerly Twitter) as potential substitutes.
For now, the industry is keeping a close eye on the situation, with TikTok still being a key part of music marketing plans.
“It just can’t be your only plan,” says Jen Darmafall, director of marketing for ATG Group.