The looming possibility of TikTok’s shutdown in the United States has left the music industry on edge, with some calling it a “marketing apocalypse.” According to music industry analyst Tatiana Cirisano from MIDiA Research, TikTok has long been an essential platform for artists—whether emerging talents or established musicians—offering a unique way to break out and promote music.
In a fragmented music landscape, TikTok has served as a crucial tool to turn viral moments into mainstream hits, something that hasn’t been easily replicated by other platforms. “TikTok acted as the one lightning rod where popularity could turn into a hit,” Cirisano said.
As the possible ban draws near, artists are scrambling to download and archive their TikTok content, fearing the “worst-case scenario,” according to Cassie Petrey, founder of digital marketing company Crowd Surf. “We’ve helped a lot of talent build great audiences on TikTok. It’s unfortunate,” Petrey noted.
The Search for Alternatives
With TikTok’s potential absence, the industry is questioning what platform might fill the void. YouTube Shorts and Instagram Reels are the obvious contenders, but neither has yet matched TikTok’s cultural impact, despite similar features. “It’s one thing to look at user numbers, but culturally, these platforms haven’t had the same reach,” Cirisano said.
Jahan Karimaghayi, co-founder of marketing firm Benchmob, has suggested that artists adjust their focus toward Instagram. However, he noted that Instagram is more of a visual platform, unlike TikTok, where content is created for an audience beyond just followers. TikTok’s appeal lies in its ability to drive discovery through viral sounds, making it a powerful promotional tool for music.
Sarah Flanagan, an influencer marketing expert, echoed this point, emphasizing that TikTok’s discovery aspect is key to its success in the music industry. She sees potential for growth if artists migrate to platforms like YouTube Shorts, where there is already a broad audience base.
Meanwhile, some American users are flocking to RedNote, a popular Chinese app, though experts believe this could be a short-lived trend.
Mental Health Impacts and Pressure to Go Viral
While the TikTok ban may seem earth-shattering for many artists, Cirisano believes there could be some relief for those feeling the pressure of constant content creation. “For some artists, the mental strain of trying to go viral could actually be alleviated,” she said.
With short-form video, musicians have had to adopt a DIY approach to content creation, often without the support of a full production team. Flanagan noted that the shift to short-form video has led to increased creative freedom for artists but has also added pressure.
However, experts agree that this respite might be short-lived, as the demand for content creation beyond music is not going away. “There are very few artists today who can just put out music and do very little,” Karimaghayi remarked.
Global Implications of a US TikTok Ban
Despite the potential loss of TikTok in the US, the platform will remain vital for music marketing worldwide. The global reach of TikTok will continue to support international artists, with markets in Latin America and Africa potentially gaining more prominence. However, the loss of TikTok in the US could have a significant impact on artists seeking to break into the world’s largest recorded music market.
“TikTok was that crucial bridge between global regions,” Cirisano said.
The shake-up could lead to a shift of power back to traditional music industry players, as platforms like YouTube and Instagram might regain influence. Flanagan added, “Sometimes change is good. TikTok was limiting in terms of creativity when everyone was just focused on pushing songs there.”
Ultimately, the music industry is no stranger to change. “We’ve always kind of been at the forefront of technology,” Karimaghayi concluded, underscoring the industry’s ability to adapt to evolving consumption habits and new media
