PODCAST S:2 EP:5 “TikTok Tea Time”

Today, we're discussing an important development with TikTok, a subject that's relevant not just for avid users but for anyone involved in digital marketing. The platform is undergoing significant changes, particularly with its music licensing, and here's what you need to know.

Recently, Universal Music Group (UMG) made a move by withdrawing its entire catalog from TikTok. This decision removes music from some of the biggest names in the industry – think Taylor Swift, Billie Eilish, and Drake – from the platform. UMG houses several prestigious labels, including Interscope, Def Jam, and Capitol, making this a substantial loss for TikTok.

Why is this significant? TikTok has been positioning itself as a major player in music discovery, but this setback raises questions about its future direction. The core issue here is a failed agreement between TikTok and UMG, leading to a sudden absence of popular tracks from the platform. This impacts not only the user experience but also content creators who rely on these tracks for their videos.

This incident is a part of a broader narrative of challenges facing TikTok. For instance, the platform's experimentation with video length and its increased focus on advertisements have been points of unhappiness among users. These changes signal a possible shift away from TikTok's original, user-centric model towards a more commercial approach.

What does this mean for trends? Many of the trends that once started on TT and went to IG, might be going the other way now. And artists with die hard followings (shoutout to all the Swifties!), their followers will now be searching other apps in order to use their music.

To make it short… if TT doesn’t keep in mind why people loved them to begin with and cool it with all the ads and TikTok shop… then they are going to see an exodus of people using the app.

xo Ani