My .4 Cents YouTube Beats TikTok For Music Discovery? w/ John Strohm
Sep 30, 2025
John Strom, an experienced music lawyer and former label head, shares his insights on the shifting landscape of artist development in today’s music industry. He discusses the limitations of TikTok for music discovery compared to YouTube, emphasizing the impact of full-song exposure. Strom explains how modern marketing strategies have evolved and highlights the rise of independent artists taking charge of their own careers. He also addresses the role of AI in music, advocating for transparent licensing while cautioning that poorly crafted deals can stifle artist growth.
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Discovery Attribution Is Biased By Format
- People often report YouTube and streaming as primary discovery sources even if initial exposure happened on short-form platforms.
- Memory bias and where listeners consume full songs push credit toward YouTube/streaming over TikTok.
Convert Short-Form Interest To Streams
- If you run ads or organic short-form posts, expect many listeners to search on YouTube or DSPs afterward.
- Promote clear next-step links so viewers convert to streams on preferred platforms.
Surveys Reflect Memory, Not First Exposure
- Survey results depend heavily on how questions are phrased and what respondents interpret as 'discovery.'
- Self-reported discovery channels often reflect memory and preference, not first exposure.
