ICYMI
The Musician TikTok Hostage Crisis
Jun 8, 2022
Famous musicians like Charli XCX, Florence Welch, and Ed Sheeran discuss the pressure to make TikTok videos to promote their music, sparking a debate on the authenticity of their complaints, the dynamics between artists and fans, and the impact on lesser-known musicians.
28:57
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Quick takeaways
- Musicians on TikTok have been expressing frustration with their record labels, raising concerns about the demands placed on artists to engineer their own authenticity and virality on social media platforms.
- Record labels are pressuring artists to create authentic TikTok content, blurring the line between real and manufactured authenticity, potentially damaging the connection between artists and fans while smaller artists without built-in audiences may struggle to meet these demands.
Deep dives
Musicians on TikTok: Forced Viral Promotions
Many musicians on TikTok have been posting videos that give off a supposed 'hostage situation' vibe, supposedly to promote their new music. These TikToks often have captions indicating that the record label is making them do this. Artists like Florence Welch, Charlie XCX, Ed Sheeran, and Halsey have all participated in this trend, expressing their frustration with their record labels. While some sympathize with the artists, others question whether these TikToks are just another marketing play to generate sympathy and virality. This trend also raises concerns about the demands placed on artists to engineer their own authenticity and virality on social media platforms.
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