The Impact of TikTok on the Music Industry

Ari Herstand interviews Susie Yoder, discussing the current state of the music industry and the role of TikTok and short-form video. They explore the pressure on artists to constantly create content and delve into the concept of success in music marketing.

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Named one of Business Insider's "Power Players Using TikTok to Shape Music", Suzy Yoder launched YO SUZY in 2022 after serving as Head of Digital Marketing at Elektra Music Group. While leading a major label team, Suzy watched the social media landscape shift to reward artists and brands for compelling short-form vertical content. However, many teams are unable to keep up with the demand for consistent content, and cannot keep up with how quickly trends shift. Her company, YO SUZY, stands apart in its deep understanding of the power of short-form video platforms, the mechanics of how they work, and the reason music & brand teams have been hesitant to embrace them.

00:00 - Welcome

07:43 - What has shifted in the music marketing landscape recently?

12:22 - TikTok music marketing for emerging artists

24:44 - Choosing the right parts of your song

31:26 - Where do you put your energy into marketing a new song?

40:57 - The burnout factor in a TikTok-driven music industry

50:11 - How do you determine success on the platform?

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