Tech

As TikTok Faces Potential Ban, Record Labels Strategize for the Future

17
TikTok App

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.

Written by
Sazid Kabir

I've loved music and writing all my life. That's why I started this blog. In my spare time, I make music and run this blog for fellow music fans.

Related Articles

Apple Tim Cook
Tech

Why iPhone Users Are Raving About This $0.99 Apple Product

Apple’s best privacy feature might be one you’ve never even heard of—and...

Xbox Copilot for Gaming App
TechApps & Updates

Xbox Copilot for Gaming Arrives on Mobile, Early Testing Begins

Microsoft has begun rolling out an early version of its Xbox Copilot...

Starlink
Tech

Solar Storms Are Killing Starlink Satellites Faster Than Expected

A recent NASA study has revealed that powerful solar storms are causing...

Carl Pei, Nothing CEO
SmartphonesAITech

Nothing CEO Carl Pei Predicts AI-Powered OS Will Replace Apps in 7-10 Years

Carl Pei, the co-founder of Nothing, shared his bold vision for the...