![]() ![]() TikTok helps to generate more revenue for artists If Drake’s “Toosie Slide” is a subtle example of how record labels can manufacture viral TikTok hits, Halsey’s confession is the blunt evidence we needed. The American singer-songwriter Halsey, for example, used TikTok to let her fans know that her label Astralwerks was preventing her from releasing a song just because they wanted to create a fake viral moment on TikTok for it first. And while Drake has never complained about being pressured to make a TikTok hit, others have done so… So, what’s the problem? Can’t Drake make a song for TikTok if he wants to? Well, the problem is that making songs just so they can do well on TikTok (or any other social media platform) puts a creative restraint on the artist from the very start. The music video for “Toosie Slide” is also telling of the song’s bias towards TikTok, showing Drake performing a not-so-elaborate choreography that everybody can copy at home. However, it’s perfect for a viral TikTok challenge. This type of dance-instruction pop song wasn’t popular at least since the 90s and doesn’t fit well with the rest of Drake’s catalog. ![]() “Toosie Slide” sounds like a desperate attempt to go big on TikTok, to the point of featuring a TikTok-ready passage with the following lyrics:īasically, I’m saying either way, we ’bout to slide, ayy The New Zealand singer Benee, for example, became a household name once her song “Supalonely” hit close to seven billion views on TikTok – all because of a viral challenge. Overnight success is the dream of every unknown musician trying to make it that’s something that TikTok does better than arguably any other online platform in the world. Below, I will explain how even the best things about TikTok can have a negative impact on music when put into a different context. In a nutshell, TikTok is bad for the music industry because it takes the focus away from the quality of the songs and places it on how well a song performs on the app. However, what we already know about TikTok and its influence on pop culture should be enough to analyze how it benefits (and harms) the music industry. There’s still a lot more to learn about TikTok, and the fact is that the ins and outs of how the app’s algorithm works continue to be, for the most part, a complete mystery. TikTok does a lot of good things for the music industry, but it harms music as a whole by incentivizing the proliferation of fake viral hits, being based on an unfair revenue system, having too much power over music creators, and creating shorter attention spans by being extremely addictive.
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