The music industry depends on TikTok to spark hits, but the Trump administration is considering banning the app in the U.S.
As early as January 2019, the Peterson Institute for International Economics cited TikTok prominently in a report titled “The Growing Popularity of Chinese Social Media Outside China Poses New Risks in the West.” In February 2019, TikTok paid $5.7 million in fines to settle Federal Trade Commission allegations that the app “illegally collected personal information from children.
But the music industry remained cheerfully oblivious to these dangers since TikTok kept spraying out hits. Not everyone swooned over the app, of course — speaking off the record, A&Rs will happily point out that labels’ TikTok obsession can border on the ridiculous, creating a wild market bubble that has little, if any, regard for artistic merit.
Labels’ primary focus is increasing their share of the streaming market, which drives their revenue, so they frequently offer truckloads of cash to artists with a TikTok hit but hardly any name recognition.
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