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Tik Tok: Musicians are tired of labels forcing them to go viral on the platform

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Tik Tok: Musicians are tired of labels forcing them to go viral on the platform

The latest practice of some record labels provides for the release of the singles of their artists only after a certain success of the same on TikTok.

The platform is an excellent showcase for emerging singers, lesser-known songs become hits and old hits from the past return to unexpectedly collect large numbers.

However, you may have noticed that many already established musicians with a career that is more than started and successful, have landed on TikTok today.

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Some of them reveal the mystery: it is necessary to be viral on that social network to win with the record labels. Here is who denounced the thing:

HALSEY

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It is on TikTok that Halsey decides to let off steam, publishing a video with her song in the background, her face visibly fed up and some writings that contain a clear message: “Basically, I have a song that I love that I want to release as soon as possible, but my record label won’t let me. I’ve been in this business for eight years and have sold over 165 million records and my record company says I can’t release it unless they can fake a viral moment on Tik Tok. Everything is marketing. And they do it to practically all artists these days. I just want to release music. And I deserve better. I am tired”.

A user, making fun of a possible strategy of feigned controversy to achieve the goal anyway, comments below the video: “And if this were the viral marketing video on TikTok?”

But the singer clarifies: «Ahaha I would pacify. They told me to post some TikToks but they didn’t specify which ones so… here I am! ».

FLORENCE WELCH

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The redhead Florence Welch (Florence + The Machine) posted a video on TikTok singing: “The label is begging me to make ‘Tik Tok low fi’ so here it is. Please send help ☠️ X ». An ironic request from SOS which, however, reveals all his dissent.

FKA TWIGS

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The singer released a TikTok that portrayed her with a pout and the words: “It’s true that the labels want me to use TikTok, and just today I was reprimanded for not trying hard enough.” Considering that the video was later removed, she probably received a double reprimand.

CHARLI XCX

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Charli denounces the obligation of labels with super apt and iconic Naomi Campbell audio. The singer uses her lip on the top model’s voice which says: “I didn’t want to be here, I was forced to. I want to finish as soon as possible and move on with my life. This is a big inconvenience for me ». And on the video the message: “When the label asks me to release the eighth TikTok of the week”.

ED SHEERAN

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The singer indulges the label while making fun of it at the same time. He publishes a video with an ironic caption: “Someone take this application off me” and exploiting the trend of viral videos with the bee he writes on the video: “The label told me to promote 2 Step (his new single) and me: “Ed Beeran” ». By making a crasis between his surname Sheeran and the word “ape” (bee) in English. Explaining it is not funny, like when you send a meme to a boomer but if you are a user of Tik Tok you will have understood the subtle irony of the artist.

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And then relaunches with another video, which this time portrays him while eating chips, the song to be promoted in the background and the writing: “When you should do the promo of your song but you want to snack and then you decide that eating the snack will become the promo of the song because everyone loves snacks.” This strategy is flawless considering the current 2.2 million views.

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Source: Vanity Fair

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