"Is Social Media the New Record Label? Exploring the Impact on Artists and the Music Industry"

🎵 With the incoming news regarding TikTok and UMG it will be very interesting how this year will look across the TikTok platform. 🎧

UMG are pulling their music from the TikTok, which I believe really adds to the music experience on the app. For TikTok users that have used artists music who are signed to UMG you will notice your videos being muted with copyright restrictions.

TikTok during the pandemic played a huge role for discoverability for a lot of artists and it had a huge impact in making many songs hit the charts.But with the increase in AI on the app not protecting original music, this could be UMG's way of protecting their catalogue.

So what does this mean for the music industry..

1️⃣ Will marketers have to find new ways for people who hear new music?

2️⃣ Will artists have to find other ways to connect with their audiences?

3️⃣ Could music brand partnerships be a new way for new audiences to discover their music?

4️⃣ Will new artists want to sign with UMG?

So many questions but definitely eager to know how other labels will respond to this. In a way it's made us think are we being too reliant on an one app to make hits. Surely, what other creative ways can artists and their teams do to create meaningful connections with their audiences?