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.