1 00:00:00,160 --> 00:00:02,720 This episode of Infinite. Scroll is brought to you by 2 00:00:02,720 --> 00:00:05,080 Coach. Love the new fragrance by Coach 3 00:00:05,520 --> 00:00:07,640 inspired by all the. Ways we express love. 4 00:00:07,640 --> 00:00:10,200 Coach Love is a fruity. Floral scent that makes the. 5 00:00:10,200 --> 00:00:12,600 Perfect fragrance to get. You in the mood to celebrate 6 00:00:12,600 --> 00:00:15,640 Mardi Gras? Coach Love opens with top notes 7 00:00:15,640 --> 00:00:17,920 of Wild. Strawberry features a rich heart 8 00:00:17,920 --> 00:00:21,080 note of red velvet rose. And dries down with a warm base 9 00:00:21,080 --> 00:00:23,120 note of. Cedar wood Coach Love is a. 10 00:00:23,120 --> 00:00:25,560 Fragrance that celebrates love in all its forms. 11 00:00:25,560 --> 00:00:27,960 Available now in retailers and online. 12 00:00:28,360 --> 00:00:33,040 On January 30th, 2024, Universal Music Group UMG published A 13 00:00:33,040 --> 00:00:35,240 scathing open letter on its website. 14 00:00:35,880 --> 00:00:38,960 The letter accused social. Media behemoth TikTok of 15 00:00:38,960 --> 00:00:42,680 threatening and intimidating UMG during contract negotiations for 16 00:00:42,680 --> 00:00:45,240 music. Licensing rights the letter. 17 00:00:45,240 --> 00:00:47,560 Claims. That TikTok success was built in 18 00:00:47,560 --> 00:00:49,000 large part. Due to the music. 19 00:00:49,000 --> 00:00:52,760 Produced by UMG Artists and. Songwriters, given that UMG 20 00:00:52,760 --> 00:00:56,800 controls approximately 1/3 of the world's music and represents 21 00:00:56,800 --> 00:00:59,520 some of the industry's most. Prolific artists like Taylor. 22 00:00:59,520 --> 00:01:02,840 Swift, Ariana Grande, Bad Bunny, and Olivia Rodrigo. 23 00:01:03,320 --> 00:01:05,720 This claim is not entirely baseless. 24 00:01:05,920 --> 00:01:08,840 The company said it went to TikTok with three major issues 25 00:01:08,840 --> 00:01:12,560 to negotiate in its contract. One artist compensation. 26 00:01:12,920 --> 00:01:16,080 Two the rise of. AI generated music available and 27 00:01:16,080 --> 00:01:19,360 encouraged on TikTok and. Three the safety of. 28 00:01:19,360 --> 00:01:24,040 Users on the app the platform did not budget, instead UMG. 29 00:01:24,040 --> 00:01:26,640 Alleged that TikTok. Attempted to bully the music 30 00:01:26,640 --> 00:01:29,920 giant by offering a deal worth less than their previous 31 00:01:29,920 --> 00:01:33,440 agreement and by removing music from some of Umgs developing 32 00:01:33,440 --> 00:01:36,760 artists quote. TikTok tactics are obvious, the 33 00:01:36,760 --> 00:01:38,800 letter reads. Use this platform. 34 00:01:38,800 --> 00:01:41,960 Power to hurt, vulnerable. Artists and try to intimidate us 35 00:01:41,960 --> 00:01:43,640 into conceding. To a bad deal. 36 00:01:43,640 --> 00:01:46,760 That undervalues music and shortchanges artists and 37 00:01:46,760 --> 00:01:48,640 songwriters as well as their fans. 38 00:01:48,840 --> 00:01:51,400 But taking this dispute? Public didn't turn out to be the 39 00:01:51,400 --> 00:01:53,120 move. That UMG thought it would be. 40 00:01:53,360 --> 00:01:57,120 People didn't like that UMGA company worth over. 50 billion 41 00:01:57,120 --> 00:02:00,920 USD positioned itself as the underdog this letter. 42 00:02:00,920 --> 00:02:03,640 Felt like an attempt to gain public sympathy, to manipulate. 43 00:02:03,640 --> 00:02:05,680 TikTok right back. Putting. 44 00:02:05,680 --> 00:02:07,760 Everyday users in the. Middle of a contract 45 00:02:07,760 --> 00:02:11,039 disagreement between 2 multibillion dollar corporations 46 00:02:11,360 --> 00:02:13,840 that. Both have a history of putting 47 00:02:13,840 --> 00:02:16,000 profits over artists best interests. 48 00:02:16,360 --> 00:02:19,600 And no matter how strong UM GS points were, they were always 49 00:02:19,600 --> 00:02:21,360 going to be fighting a losing battle. 50 00:02:21,840 --> 00:02:23,200 Tiktok. Had built the most. 51 00:02:23,200 --> 00:02:26,840 Powerful music discovery. Platform of our time and they 52 00:02:26,840 --> 00:02:30,880 were not backing down in response to UM GS 840. 53 00:02:30,880 --> 00:02:33,800 Two word open letter, Tiktok responded. 54 00:02:34,080 --> 00:02:37,880 With four sentences quote, it is sad and disappointing that 55 00:02:37,880 --> 00:02:40,040 Universal Music Group has put their own. 56 00:02:40,040 --> 00:02:43,120 Greed above the interests of their artists and songwriters. 57 00:02:43,720 --> 00:02:46,280 Despite Universal's false narrative and rhetoric. 58 00:02:46,560 --> 00:02:48,040 The fact is, they have chosen to. 59 00:02:48,080 --> 00:02:51,040 Walk away from the powerful. Support of a platform with. 60 00:02:51,040 --> 00:02:53,920 Well, over a billion. Users that serves as a free. 61 00:02:53,920 --> 00:02:57,480 Promotional and discovery vehicle for their talent, TikTok 62 00:02:57,480 --> 00:02:59,200 has been able. To reach artists first. 63 00:02:59,200 --> 00:03:01,640 Agreements with. Every other label and publisher. 64 00:03:02,320 --> 00:03:04,760 Clearly. Universal, self-serving actions. 65 00:03:04,760 --> 00:03:08,440 Are not in the best interest of artists, songwriters and fans. 66 00:03:08,840 --> 00:03:14,120 On January 31st, 2024, Universal Music Group removed its catalog 67 00:03:14,120 --> 00:03:16,440 from the app from Centennial World. 68 00:03:16,520 --> 00:03:18,760 I'm Lauren Meisner, and this is Infinite. 69 00:03:18,760 --> 00:03:21,920 Scroll a podcast. About Internet culture, the 70 00:03:21,920 --> 00:03:25,320 creator economy, and how social media is shaping Gen. 71 00:03:25,320 --> 00:03:28,480 Z. Welcome back to Infinite Scroll. 72 00:03:29,520 --> 00:03:32,320 All right, so I. Do want to start giving a? 73 00:03:32,320 --> 00:03:35,480 Few more personal updates. In the middle of. 74 00:03:35,480 --> 00:03:38,720 These deep dives I. Know you guys are missing that, 75 00:03:38,720 --> 00:03:40,640 I know that. Was a huge reason that a. 76 00:03:40,640 --> 00:03:44,160 Lot of you listened to the podcast before was, you know, 77 00:03:44,160 --> 00:03:47,720 kind of for our banter and our updates and things like that, 78 00:03:48,000 --> 00:03:50,680 and I definitely want to start bringing a bit of that. 79 00:03:50,680 --> 00:03:55,120 Back I will say that the. Solution that I have to viral 80 00:03:55,120 --> 00:03:57,920 news on Tuesdays. It's not going to be. 81 00:03:57,920 --> 00:04:01,440 Exactly the same, of course. But when I do bring that back, 82 00:04:01,920 --> 00:04:06,120 that will be much less formal. It'll be chattier, more 83 00:04:06,120 --> 00:04:07,920 conversational. So you will get. 84 00:04:07,920 --> 00:04:10,880 That, but in the meantime, until that's ready. 85 00:04:10,960 --> 00:04:13,880 I. Did want to address some of the 86 00:04:13,880 --> 00:04:15,960 messages? That I've received, obviously. 87 00:04:16,240 --> 00:04:19,160 I I kind of touched on last week that you guys have been so 88 00:04:19,160 --> 00:04:22,640 supportive and amazing and. I just feel so. 89 00:04:22,640 --> 00:04:25,720 Lucky to have an audience that is sticking with me through this 90 00:04:25,720 --> 00:04:29,960 transition and kind of these growing pains here, but I have 91 00:04:29,960 --> 00:04:33,320 received a lot of messages, just like asking how I am and 92 00:04:33,600 --> 00:04:35,840 checking in. Which is so sweet. 93 00:04:36,800 --> 00:04:41,120 So I actually think jump scare I might. 94 00:04:41,120 --> 00:04:46,800 Post a YouTube video. On my old channel, talking about 95 00:04:46,800 --> 00:04:49,680 kind of my life and the last. Six weeks and what? 96 00:04:49,680 --> 00:04:53,640 It's been like and. The direction of things for me. 97 00:04:53,720 --> 00:04:55,720 I don't know. It's still something that's in 98 00:04:55,720 --> 00:04:57,440 the works. If you guys want that, let me 99 00:04:57,440 --> 00:04:59,680 know for sure. Like just slide into my DMS, 100 00:04:59,680 --> 00:05:04,240 message me, let me know. I do miss that conversational 101 00:05:04,240 --> 00:05:07,240 aspect. With you guys these deep dives. 102 00:05:07,240 --> 00:05:10,200 It was important for me to script them and I don't regret 103 00:05:10,200 --> 00:05:12,720 that at all. It's been significantly more 104 00:05:12,720 --> 00:05:14,840 work. I did not expect that. 105 00:05:15,400 --> 00:05:16,920 But I knew. I had to script. 106 00:05:16,920 --> 00:05:20,400 Things If I was going to do deep dives alone, as I've said many 107 00:05:20,400 --> 00:05:23,600 times, I don't consider myself a natural podcaster. 108 00:05:23,600 --> 00:05:25,320 I'm a much better writer than I am a. 109 00:05:26,120 --> 00:05:28,880 Speaker A talker. I guess on my. 110 00:05:28,880 --> 00:05:32,120 Feet, So I knew. Without having somebody to 111 00:05:32,200 --> 00:05:34,240 bounce ideas off of and conversation. 112 00:05:34,240 --> 00:05:36,000 Off of for these deep. Dives. 113 00:05:36,000 --> 00:05:37,800 It was important that I had. It all scripted. 114 00:05:37,800 --> 00:05:40,720 But of course that changes the dynamic, that changes our. 115 00:05:40,720 --> 00:05:43,480 Relationship a little. Bit and I don't want to lose 116 00:05:43,640 --> 00:05:45,480 kind of that. Parasocial relationship with 117 00:05:45,480 --> 00:05:47,280 you. Guys, but yes, in terms of how 118 00:05:47,280 --> 00:05:51,360 I'm feeling, you know, it's been really rough. 119 00:05:51,360 --> 00:05:53,720 I know I haven't really shared anything. 120 00:05:53,720 --> 00:05:56,360 About what It's. Been like for me. 121 00:05:56,360 --> 00:05:59,200 These past six weeks. But I. 122 00:05:59,200 --> 00:06:02,000 Can. Honestly say it has been 123 00:06:02,000 --> 00:06:04,520 probably the hardest. Six weeks of my life. 124 00:06:04,920 --> 00:06:07,480 And I know that sounds really dramatic and I'm aware that that 125 00:06:07,480 --> 00:06:10,000 is pretty dramatic. You know, nothing is actually 126 00:06:10,000 --> 00:06:16,360 wrong, thankfully, but yeah, mental health wise, it's been a. 127 00:06:16,440 --> 00:06:20,560 Huge struggle. For me, I haven't really been 128 00:06:20,560 --> 00:06:21,640 sleeping. I've had. 129 00:06:21,640 --> 00:06:25,240 Really, really bad. Insomnia I've had horrific, like 130 00:06:25,240 --> 00:06:27,840 stress and anxiety. I went through a. 131 00:06:27,840 --> 00:06:29,400 Period. Where I wasn't really able to 132 00:06:29,440 --> 00:06:31,800 eat which. Just does not happen to me like 133 00:06:31,800 --> 00:06:34,840 I'm just such an eater and you guys know I'm so. 134 00:06:34,840 --> 00:06:37,800 Obsessed with the gym? And that's completely. 135 00:06:37,800 --> 00:06:39,240 Fallen off? Like I just. 136 00:06:39,240 --> 00:06:41,200 I didn't expect this transition to. 137 00:06:41,200 --> 00:06:44,640 Impact me so much. So I I. 138 00:06:44,640 --> 00:06:46,880 Know that, you guys. Can also tell like I know. 139 00:06:46,880 --> 00:06:49,600 That in the episodes, the energy that I'm bringing and I know 140 00:06:49,600 --> 00:06:52,120 just like even on social media, not that I think a lot of you 141 00:06:52,120 --> 00:06:54,080 guys follow me for like my Instagram and stuff, but you 142 00:06:54,080 --> 00:06:57,000 know, like I'm not really posting and stuff and some of 143 00:06:57,000 --> 00:06:59,960 you have messaged me, you know, checking in and mentioning that 144 00:06:59,960 --> 00:07:02,960 and that's. Basically why I just I. 145 00:07:02,960 --> 00:07:04,240 Don't know. I feel like I'm kind of living 146 00:07:04,240 --> 00:07:07,360 in like a fog, like a like a Daydream everyday. 147 00:07:07,360 --> 00:07:08,720 I'm just trying to like get. Through. 148 00:07:09,880 --> 00:07:12,920 And I know this will pass and I'm starting to hire for some 149 00:07:12,920 --> 00:07:16,040 roles within the business which I think will really help me. 150 00:07:16,680 --> 00:07:20,000 But I am I. Guess just burnt out. 151 00:07:20,000 --> 00:07:21,840 Like I I guess that this is probably. 152 00:07:21,840 --> 00:07:25,720 What proper burnout feels like? Like completely unable to sleep, 153 00:07:25,720 --> 00:07:29,480 having to nap during the day, Like unable to get work done at 154 00:07:29,480 --> 00:07:31,960 the times when I need to get it done, which has never been an 155 00:07:31,960 --> 00:07:34,720 issue for me, honestly. Thank God. 156 00:07:34,720 --> 00:07:36,760 For the people. Around me I feel. 157 00:07:36,760 --> 00:07:39,320 So supported. You know, my husband, my 158 00:07:39,320 --> 00:07:42,120 parents, my parents are always message messaging me like, Oh my 159 00:07:42,120 --> 00:07:44,000 God, we believe in you. Keep going. 160 00:07:44,000 --> 00:07:45,520 We're so. Excited to see what you do? 161 00:07:45,520 --> 00:07:46,240 They're so. Sweet. 162 00:07:46,240 --> 00:07:48,520 You know, all of my friends are always checking in. 163 00:07:48,880 --> 00:07:52,040 And thank God for Crystal and Annabelle. 164 00:07:52,280 --> 00:07:55,880 Both of them have made it so that, like, the business can 165 00:07:55,880 --> 00:07:57,400 keep going. Annabelle, of course. 166 00:07:57,440 --> 00:08:00,360 At a practical level, she is like truly. 167 00:08:00,360 --> 00:08:03,480 Keeping the business going. She is the one that's behind the 168 00:08:03,480 --> 00:08:07,320 scenes, you know, writing the content, coming up with plans 169 00:08:07,320 --> 00:08:09,560 like she's coming to me. I know she listens to this. 170 00:08:09,560 --> 00:08:12,480 She's going to like, die when she hears me talking like this. 171 00:08:12,480 --> 00:08:15,560 But you know, she's the one that's coming to me when she can 172 00:08:15,560 --> 00:08:16,960 tell I'm struggling and she's like. 173 00:08:16,960 --> 00:08:19,080 Okay. Here's the plan. 174 00:08:19,400 --> 00:08:20,760 We're not going to be able. To get all of. 175 00:08:20,760 --> 00:08:22,560 This done this week, so why don't? 176 00:08:22,560 --> 00:08:25,760 We do XYZ to make. It so that we're you know, 177 00:08:25,760 --> 00:08:27,880 working smarter instead of harder and things like. 178 00:08:27,880 --> 00:08:30,920 That like, she's really. Taken some ownership and some 179 00:08:30,920 --> 00:08:35,240 control over the content side of the business in this transition 180 00:08:35,240 --> 00:08:38,360 period which has been just so life saving and crystal. 181 00:08:38,360 --> 00:08:41,240 Of course she doesn't work directly with me, but it kind of 182 00:08:41,240 --> 00:08:44,120 feels. Like she does and she is just. 183 00:08:44,120 --> 00:08:47,960 Constantly giving me advice. I'm bouncing every single. 184 00:08:47,960 --> 00:08:52,480 Idea off of her She's been so. Amazing and helpful in this. 185 00:08:52,480 --> 00:08:55,880 Process, so I have a lot of support which is great. 186 00:08:55,880 --> 00:08:58,840 And. Yes, I will of course get 187 00:08:58,840 --> 00:09:02,200 through this, but that is why I know you guys. 188 00:09:02,200 --> 00:09:03,480 Can tell the energy. Has been a bit. 189 00:09:03,480 --> 00:09:06,680 Different and yeah, I just genuinely have been really 190 00:09:06,680 --> 00:09:09,240 struggling. But anyways on that note. 191 00:09:10,640 --> 00:09:12,720 As always. Please remember to write, review 192 00:09:12,720 --> 00:09:14,960 and subscribe. It helps me so much. 193 00:09:14,960 --> 00:09:16,840 It helps his podcast grow. It helps. 194 00:09:16,840 --> 00:09:18,760 Them NTH. All of that. 195 00:09:19,080 --> 00:09:22,040 And please sign up to our newsletter, also called Infinite 196 00:09:22,040 --> 00:09:24,680 Scroll. On Wednesdays, we send out a 197 00:09:24,680 --> 00:09:28,200 commentary article about a trend creator, drama or news. 198 00:09:28,400 --> 00:09:31,240 And on Fridays we round up the. Five biggest thing pieces. 199 00:09:31,240 --> 00:09:34,800 On the Internet from that week and of course also please join 200 00:09:34,800 --> 00:09:36,720 our Geneva. Group which is also. 201 00:09:36,720 --> 00:09:39,560 Called Infinite Scroll or you. Can chat with other people who 202 00:09:39,560 --> 00:09:41,480 are also. Obsessed with Internet culture 203 00:09:41,480 --> 00:09:44,720 and creator drama and tea? And you can chat with me, So I 204 00:09:44,720 --> 00:09:47,600 just wanted to read one quick review that I got from This week 205 00:09:47,600 --> 00:09:50,360 from. Alicia, who wrote your back? 206 00:09:50,440 --> 00:09:53,080 Yay, missed the pod. You've got this, Lauren. 207 00:09:53,760 --> 00:09:56,720 Thank you. To understand how TikTok found 208 00:09:56,720 --> 00:09:59,520 itself in a power struggle with the biggest music conglomerate 209 00:09:59,520 --> 00:10:02,600 in the world, we first need to look at how the platform became 210 00:10:02,600 --> 00:10:05,640 so influential in music discovery in the 1st place. 211 00:10:06,000 --> 00:10:08,520 And for that, let's rewind a decade. 212 00:10:08,760 --> 00:10:12,760 In 2014, Alex Hsu and Louis Yang were product managers working at 213 00:10:12,760 --> 00:10:15,000 an insurance technology company in Shanghai. 214 00:10:15,200 --> 00:10:17,360 The two had the. Idea to build an educational 215 00:10:17,360 --> 00:10:20,280 platform where users could learn about different concepts and 216 00:10:20,280 --> 00:10:24,080 topics in a short form video format biz, Carson writes for 217 00:10:24,080 --> 00:10:27,400 Business Insider. Quote The idea was that experts, 218 00:10:27,440 --> 00:10:30,720 whether for coffee or calculus, could create short. 219 00:10:30,960 --> 00:10:33,880 Three to five minute videos explaining a subject. 220 00:10:34,320 --> 00:10:38,680 The two raised. 250,000 USD to build and launch the app. 221 00:10:39,120 --> 00:10:42,680 Six months later, Zhu and Yang realized they were in trouble. 222 00:10:42,800 --> 00:10:46,080 The app wasn't getting enough traffic and the content was, to 223 00:10:46,080 --> 00:10:49,040 put it frankly, boring. Quote lesson. 224 00:10:49,040 --> 00:10:51,880 Planners had a hard time condensing their expertise into 225 00:10:51,880 --> 00:10:54,960 3 minutes. Content creation and consumption 226 00:10:55,280 --> 00:10:58,160 needed to be within minutes and seconds, not hours. 227 00:10:58,400 --> 00:11:01,560 It wasn't entertaining, and it didn't attract teens. 228 00:11:02,320 --> 00:11:04,280 Zhu and Yang had to. Pivot for the platform. 229 00:11:04,280 --> 00:11:06,880 To succeed in an interview with. Forbes, Zhu. 230 00:11:06,880 --> 00:11:09,440 Explains what prompted the shift toward music. 231 00:11:09,800 --> 00:11:14,160 While on a train with just $20,000 of runway left, he 232 00:11:14,160 --> 00:11:18,120 noticed that quote. 50% of teens were listening to music and the 233 00:11:18,120 --> 00:11:22,360 other 50% were taking photos and videos with their speaker on top 234 00:11:22,360 --> 00:11:25,360 to add music. This prompted Zhu and Yang to 235 00:11:25,360 --> 00:11:28,440 find a way to combine music, social media and video. 236 00:11:28,680 --> 00:11:32,680 And so, musically was born. They pivoted from education to 237 00:11:32,680 --> 00:11:35,480 entertainment that same year. And then something somewhat 238 00:11:35,480 --> 00:11:37,120 serendipitous happened. The. 239 00:11:37,120 --> 00:11:40,080 American reality show Lip. Sync Battle started airing. 240 00:11:40,080 --> 00:11:42,440 So the term lip. Sync was trending on the App 241 00:11:42,440 --> 00:11:44,760 Store. The founders decided to 242 00:11:44,760 --> 00:11:47,120 capitalize on this. Quote after the show. 243 00:11:47,120 --> 00:11:49,400 People use lip sync as a. Keyword to search. 244 00:11:49,400 --> 00:11:51,320 On the app. Store Zoo told Forbes. 245 00:11:51,960 --> 00:11:54,560 We decided we should. Highlight lip sync as a primary. 246 00:11:54,560 --> 00:11:56,560 Use case for the. App to make it even more 247 00:11:56,560 --> 00:12:00,280 compelling for our teens and made some major design changes 248 00:12:00,760 --> 00:12:04,320 By July 2016. Musically hit #1 on the App 249 00:12:04,320 --> 00:12:07,640 Store, achieving mainstream success in the United States and 250 00:12:07,640 --> 00:12:11,680 beyond, peaking around 2016. Musically became known for lip 251 00:12:11,680 --> 00:12:13,880 syncing and dancing videos created in a very. 252 00:12:13,880 --> 00:12:16,840 Specific, fast-paced, jerky style God to migraine. 253 00:12:17,560 --> 00:12:19,600 And my pain will bring from up, down and sideways. 254 00:12:19,920 --> 00:12:22,000 Thank God it's my day. Because my days will always be 255 00:12:22,000 --> 00:12:23,640 better than Sundays. Because Sundays I'm a. 256 00:12:24,000 --> 00:12:26,840 Suicide Days, Some of the most. Popular creators, or as they 257 00:12:26,840 --> 00:12:29,960 were called Musers. On the app included. 258 00:12:29,960 --> 00:12:33,720 Baby Ariel Jacob Sartorius. And Lauren Gray, what made 259 00:12:33,720 --> 00:12:36,000 musically? So successful was the gap it. 260 00:12:36,000 --> 00:12:39,240 Filled in social media. Before this, platforms didn't 261 00:12:39,240 --> 00:12:42,480 really have access. To mainstream or copyrighted? 262 00:12:42,480 --> 00:12:45,000 Music. For reference, Instagram only 263 00:12:45,000 --> 00:12:49,640 added music to Stories in June 2018, just over a year after 264 00:12:49,640 --> 00:12:51,840 hitting number one in the. App Store the wall. 265 00:12:51,840 --> 00:12:55,680 Street Journal reported in November 2017 that Musically was 266 00:12:55,680 --> 00:12:56,800 to be. Acquired by the. 267 00:12:56,800 --> 00:13:01,720 Chinese tech conglomerate Bike Dance for as much as $1 billion 268 00:13:02,520 --> 00:13:05,800 at the time, Musically had around 100 million users. 269 00:13:06,360 --> 00:13:09,840 At the beginning of August 2018, Musically officially merged with 270 00:13:09,840 --> 00:13:13,640 TikTok under Bytedance. Bytedance launched an app called 271 00:13:13,640 --> 00:13:17,800 Duyan in 2016, which was essentially a clone of Musically 272 00:13:17,800 --> 00:13:21,240 for Chinese users. The company later launched Tik. 273 00:13:21,240 --> 00:13:23,320 T.O.K which was available for users outside. 274 00:13:23,320 --> 00:13:26,760 Of China upon the acquisition of musically all. 275 00:13:26,760 --> 00:13:29,880 Musically, users were. Migrated over to their new 276 00:13:29,880 --> 00:13:32,400 TikTok accounts. Now there are conflicting. 277 00:13:32,400 --> 00:13:35,240 Reports over whether. TikTok was its own app before 278 00:13:35,240 --> 00:13:37,400 the merger. Some publications have 279 00:13:37,400 --> 00:13:39,280 positioned Tik. T.O.K as the result. 280 00:13:39,280 --> 00:13:42,720 Of Bytedance's acquisition, but according to a statement from 281 00:13:42,720 --> 00:13:46,520 the TikTok newsroom on August 1st, 2018, it seems that. 282 00:13:46,520 --> 00:13:49,160 TikTok. Was a stand alone app and was 283 00:13:49,160 --> 00:13:51,440 separate from doing in before the acquisition. 284 00:13:52,240 --> 00:13:54,240 Quote Today it was announced that 2. 285 00:13:54,240 --> 00:13:56,160 Of the world's. Fastest growing short form video 286 00:13:56,160 --> 00:13:59,800 apps Musically and TikTok will unite to create a new global 287 00:13:59,800 --> 00:14:02,120 app. The newly upgraded platform. 288 00:14:02,120 --> 00:14:04,640 Which keeps the TikTok name creates a. 289 00:14:04,640 --> 00:14:07,680 Unified user. Experience debuts, a new logo 290 00:14:07,960 --> 00:14:11,440 and user interface, and offers. Greater capabilities for video. 291 00:14:11,440 --> 00:14:15,160 Creation by bringing together the best of TikTok and musically 292 00:14:15,160 --> 00:14:17,400 TikTok now becomes the world's number one. 293 00:14:17,400 --> 00:14:20,840 Go to destination for short form video content creation and 294 00:14:20,840 --> 00:14:25,280 consumption, a statement from August 1st, 2018 on Tik Tok's 295 00:14:25,280 --> 00:14:28,400 newsroom reads. According to Tech Crunch, TikTok 296 00:14:28,400 --> 00:14:32,200 had around 500 million monthly active users at the time of the 297 00:14:32,200 --> 00:14:34,720 merger. Now to understand Tik Tok's 298 00:14:34,720 --> 00:14:36,960 position in the market, it's. Important to look at. 299 00:14:36,960 --> 00:14:41,320 Why Bytedance acquired musically According to the New York Times, 300 00:14:41,320 --> 00:14:44,360 this acquisition was part of a greater strategy to expand 301 00:14:44,360 --> 00:14:48,240 beyond the Chinese market and go global, as Paul Moser writes 302 00:14:48,240 --> 00:14:51,240 quote by integrating. Musically as global reach. 303 00:14:51,240 --> 00:14:54,880 With Bytedance's massive user base in China and key Asian 304 00:14:54,880 --> 00:14:58,360 markets, we are creating a significant global platform for 305 00:14:58,360 --> 00:15:01,720 our content creators and brands to engage with new markets. 306 00:15:01,840 --> 00:15:03,560 With that in mind, TikTok wasn't. 307 00:15:03,560 --> 00:15:06,800 Necessarily created to. Become a music sharing platform. 308 00:15:07,160 --> 00:15:09,120 It was something more of an accident. 309 00:15:09,720 --> 00:15:11,680 Musically, never intended to be a music. 310 00:15:11,680 --> 00:15:14,000 First app. But rather an educational one 311 00:15:14,120 --> 00:15:16,000 and the musically. TikTok merger was. 312 00:15:16,000 --> 00:15:19,200 Seemingly A strategic way for Bytedance to expand its. 313 00:15:19,200 --> 00:15:21,360 User base and convert. Users across different 314 00:15:21,360 --> 00:15:24,240 platforms. Bytedance's decision to rebrand 315 00:15:24,240 --> 00:15:25,800 musically. To TikTok also. 316 00:15:25,800 --> 00:15:27,920 Suggests that music wasn't necessarily the. 317 00:15:27,920 --> 00:15:30,440 Focus of the platform, but rather short. 318 00:15:30,440 --> 00:15:34,880 Form content, hence the Clock branding reporting by Demi Lee 319 00:15:34,880 --> 00:15:36,600 for The Verge at the time of this merger. 320 00:15:36,600 --> 00:15:40,600 Further proves this theory. Writing quote TikTok will be 321 00:15:40,600 --> 00:15:43,960 missing an essential part of the musically history which was 322 00:15:43,960 --> 00:15:46,680 built on teens lip syncing and dancing to music. 323 00:15:47,080 --> 00:15:49,560 All the features to make. Karaoke videos are still. 324 00:15:49,560 --> 00:15:52,760 There, but rebranding the app with a new name and forcing the 325 00:15:52,760 --> 00:15:56,920 old Musically users to migrate to a new platform is a move that 326 00:15:56,920 --> 00:15:59,120 may alienate the original community. 327 00:15:59,400 --> 00:16:01,920 With this, we can see there was an assumption at the time that 328 00:16:01,920 --> 00:16:04,480 TikTok would not. Fill the gap of. 329 00:16:04,480 --> 00:16:07,760 Lip syncing and dancing content that musically was leaving 330 00:16:07,760 --> 00:16:09,880 behind. While TikTok may have not 331 00:16:09,880 --> 00:16:13,000 intended to become a music discovery platform, it quickly 332 00:16:13,000 --> 00:16:14,920 became one of the most. Popular ways to. 333 00:16:14,920 --> 00:16:16,440 Discover new music for Gen. Z. 334 00:16:16,800 --> 00:16:18,400 There are a few reasons for this. 335 00:16:18,840 --> 00:16:20,720 Number one. The popularity of Tik. 336 00:16:20,720 --> 00:16:23,160 T.O.K dances coincided. With the app's rise to. 337 00:16:23,160 --> 00:16:26,640 Success When TikTok hit the mainstream in 2020, the most 338 00:16:26,640 --> 00:16:29,400 popular videos on the app were dance videos and the most 339 00:16:29,400 --> 00:16:32,000 popular. Creators were TikTok dancers 340 00:16:32,240 --> 00:16:34,160 like Charlie d'amelio. And Addison Ray. 341 00:16:34,560 --> 00:16:38,280 So for me, I actually had like the one video to go viral that 342 00:16:38,280 --> 00:16:43,200 kind of started all it was. It was a duet of this woman move 343 00:16:43,200 --> 00:16:46,640 with joy, who makes easy dances and it's her voice speaking and 344 00:16:46,640 --> 00:16:49,680 you just copy whatever she says. So I do edit the video that she 345 00:16:49,680 --> 00:16:51,640 did. And it was just like step, step, 346 00:16:51,640 --> 00:16:54,040 hip, hip, like stuff like that. Very simple. 347 00:16:54,040 --> 00:17:00,200 It was like 8 moves it got up to before I walked in dance class. 348 00:17:00,200 --> 00:17:02,400 It was about 50,000. I was like, that's it, I'm 349 00:17:02,400 --> 00:17:06,920 famous, don't talk to me. Of course, Renegade is one of 350 00:17:06,920 --> 00:17:09,000 the most iconic examples of this. 351 00:17:21,800 --> 00:17:26,000 The Renegade dance set to K Camp Song Lottery skyrocketed Charlie 352 00:17:26,000 --> 00:17:28,440 D'amelio to TikTok fame. Though she didn't actually 353 00:17:28,440 --> 00:17:32,280 choreograph the dance, then 14 year old Julia Harmon created 354 00:17:32,280 --> 00:17:34,240 it. At the time of recording, the 355 00:17:34,240 --> 00:17:37,920 song Lottery by K Camp has almost 14,000,000 TikTok videos 356 00:17:38,000 --> 00:17:41,360 posted under the audio. These dances became popular on 357 00:17:41,360 --> 00:17:42,760 TikTok. Because they were, largely. 358 00:17:42,760 --> 00:17:45,920 Accessible to the average person, the majority of dances 359 00:17:45,920 --> 00:17:48,800 were dominated by hand movements, making it easier for 360 00:17:48,800 --> 00:17:52,480 non dancers to join in on the trend, Margaret Furr writes for 361 00:17:52,480 --> 00:17:55,480 the New York Times. Quote dance has defined TikTok 362 00:17:55,480 --> 00:17:58,600 since it arrived on the international scene in 2017. 363 00:17:58,720 --> 00:18:02,560 The platforms forced vertical orientation and one minute time 364 00:18:02,560 --> 00:18:05,200 limit helped give rise to a building block collection of. 365 00:18:05,200 --> 00:18:08,880 Basic tight, upright steps. That the average person could 366 00:18:08,880 --> 00:18:11,800 learn and replicate. Since then a number of dance 367 00:18:11,800 --> 00:18:16,040 subcultures have formed and some cater to more advanced dancers. 368 00:18:16,320 --> 00:18:18,560 Quote Even when you have a professional dancer doing. 369 00:18:18,560 --> 00:18:20,800 High level choreography. They're doing it in their 370 00:18:20,800 --> 00:18:24,760 bedroom, maybe in their pajamas. It's the special kind of access 371 00:18:24,760 --> 00:18:27,680 and it feels particularly intimate when you know that 20 372 00:18:27,680 --> 00:18:31,080 minutes from now they could be on stage doing very similar. 373 00:18:31,080 --> 00:18:34,080 Stuff as dances. Have become heavily associated 374 00:18:34,080 --> 00:18:36,760 with TikTok. It's open the door for music to 375 00:18:36,760 --> 00:18:38,520 take center stage on the platform. 376 00:18:38,680 --> 00:18:41,280 The second reason that TikTok turned into a music. 377 00:18:41,280 --> 00:18:43,080 Discovery. App is the nature. 378 00:18:43,080 --> 00:18:45,120 Of the for you. Page now. 379 00:18:45,120 --> 00:18:47,720 We have discussed. The nature of the For You page 380 00:18:47,720 --> 00:18:51,480 on this podcast so many times, so I don't want to regurgitate 381 00:18:51,480 --> 00:18:54,040 the same messaging too much. But with. 382 00:18:54,040 --> 00:18:57,240 Users more inclined to. Scroll the for you page rather. 383 00:18:57,240 --> 00:18:59,640 Than their following tab. It's easier to come. 384 00:18:59,640 --> 00:19:02,440 Across new creators or musicians for the first time. 385 00:19:02,640 --> 00:19:05,080 And the third reason that TikTok has turned into a music. 386 00:19:05,080 --> 00:19:07,640 Discovery app is the. Culture on the platform has 387 00:19:07,640 --> 00:19:12,040 become less about putting out original content and more about 388 00:19:12,040 --> 00:19:16,400 putting your own spin on someone else's content the app was 389 00:19:16,400 --> 00:19:18,280 designed with. Features like Duet and. 390 00:19:18,280 --> 00:19:20,840 Stitch. Which enable users to easily 391 00:19:20,840 --> 00:19:23,880 engage with the creator. 'S content by creating their own 392 00:19:23,880 --> 00:19:29,040 content about that content, this encourages piggybacking on ideas 393 00:19:29,040 --> 00:19:32,080 or trends and makes it much easier to share on the platform, 394 00:19:32,080 --> 00:19:34,720 as creators don't necessarily need to be unique. 395 00:19:35,080 --> 00:19:37,760 The Culture on Tiktok. Is more about collective. 396 00:19:37,760 --> 00:19:41,840 Creating When it comes to how this impacts music, Ryan 397 00:19:41,840 --> 00:19:43,520 Broderick shared this. Thought quote. 398 00:19:43,520 --> 00:19:46,760 Tiktok's biggest impact is not just on music, but the 399 00:19:46,800 --> 00:19:49,400 unprecedented open. Flow of audio file. 400 00:19:49,400 --> 00:19:51,640 Sharing. We've honestly never had a 401 00:19:51,640 --> 00:19:55,160 platform be this big and allow this much remixable audio. 402 00:19:55,320 --> 00:19:57,680 Also most. TikTok users still use audio 403 00:19:57,680 --> 00:20:00,080 files. As a sort of hyperlink between 404 00:20:00,080 --> 00:20:03,400 different content on the app, it's an important discovery tool 405 00:20:04,040 --> 00:20:06,000 aside from these theories outlined. 406 00:20:06,360 --> 00:20:08,480 There is concrete evidence to. Support that tik. 407 00:20:08,480 --> 00:20:11,840 T.O.K now plays a major role in music discovery, according to 408 00:20:11,840 --> 00:20:14,560 Tik Tok's Music Impact Report from 2023. 409 00:20:14,800 --> 00:20:17,680 The short form video. App Quote fuels music discovery 410 00:20:18,280 --> 00:20:20,960 The Music Impact report was commissioned by TikTok and 411 00:20:20,960 --> 00:20:23,040 created by research firm Luminate. 412 00:20:23,480 --> 00:20:27,000 Collected data from TikTok users from the USUK, Indonesia, 413 00:20:27,000 --> 00:20:31,920 Germany and Brazil between Q 3/20/22 and Q 3/20/23. 414 00:20:32,400 --> 00:20:35,760 Some of the key findings for TikTok users include in the. 415 00:20:36,040 --> 00:20:38,640 US TikTok. Users are two times more likely 416 00:20:38,640 --> 00:20:41,120 to discover new music than other social media. 417 00:20:41,120 --> 00:20:44,560 Users or short? Form video consumers and two in 418 00:20:44,560 --> 00:20:47,320 the US 62%. Of TikTok users. 419 00:20:47,320 --> 00:20:50,960 Pay for a music streaming service compared to 43% of 420 00:20:50,960 --> 00:20:54,120 consumers overall, given Tik Tok's influence in music 421 00:20:54,120 --> 00:20:56,360 discovery. The platform has, of course. 422 00:20:56,720 --> 00:20:59,200 Also become a launchpad for many of today's. 423 00:20:59,200 --> 00:21:02,120 Popular artists. Elevating local talent to 424 00:21:02,120 --> 00:21:05,440 worldwide fame, Doja CAD is arguably the most prominent 425 00:21:05,440 --> 00:21:08,640 example of this. Having posted on SoundCloud 426 00:21:08,640 --> 00:21:11,880 since the early twenty 10s, Doja CAD had an online following 427 00:21:11,880 --> 00:21:14,600 before blowing up on TikTok. But it was Tik. 428 00:21:14,600 --> 00:21:16,800 T.O.K Virality and the success of her single. 429 00:21:16,800 --> 00:21:28,840 Say so that skyrocketed. Her into the mainstream say so 430 00:21:28,840 --> 00:21:31,240 found so much success largely thanks to creator. 431 00:21:31,240 --> 00:21:33,560 Haley Sharp, who created a viral. 432 00:21:33,560 --> 00:21:36,360 Tick tock dance to the song in December 2019. 433 00:21:37,160 --> 00:21:39,600 Haley was a 17 year old competitive dancer. 434 00:21:39,600 --> 00:21:42,120 Who had a large? Following of over 1,000,000 at 435 00:21:42,120 --> 00:21:45,280 the time when she choreographed the dance, Haley's existing 436 00:21:45,280 --> 00:21:48,040 platform helped catapult the dance and thus the song. 437 00:21:48,240 --> 00:21:50,880 To TikTok virality. With many of the major TikTok 438 00:21:50,880 --> 00:21:53,440 dancers at the time, like Charlie D'amelio and Addison 439 00:21:53,440 --> 00:21:56,760 Ray, recreating her choreography, But Say So's 440 00:21:56,760 --> 00:21:59,160 mainstream success wasn't all down to Tik. 441 00:21:59,160 --> 00:22:02,160 T.O.K. As the song blew up online, Doja 442 00:22:02,160 --> 00:22:05,800 Cat lent in before artist Leaning into TikTok was even a 443 00:22:05,800 --> 00:22:07,960 thing. She actually cast. 444 00:22:07,960 --> 00:22:10,040 Haley in the music. Video for Say so. 445 00:22:10,080 --> 00:22:13,080 And together Doja and Haley. Did the viral say so, Tik? 446 00:22:13,080 --> 00:22:15,560 T.O.K dance in the music video fans were. 447 00:22:15,560 --> 00:22:19,200 Obsessed with this collaboration as a result? 448 00:22:19,200 --> 00:22:23,160 The song became Doja's first platinum and multi platinum 449 00:22:23,160 --> 00:22:25,600 single and by the end of the. Year say so. 450 00:22:25,600 --> 00:22:28,080 Was the 10th most streamed song in the. 451 00:22:28,400 --> 00:22:33,480 US with five. 162,000,000 on demand streams proving to 452 00:22:33,480 --> 00:22:36,280 artists and. Executives everywhere, The Power 453 00:22:36,280 --> 00:22:38,200 of TikTok. Marketing for the music 454 00:22:38,200 --> 00:22:41,240 industry. By 2021, the impact of TikTok in 455 00:22:41,240 --> 00:22:43,280 the music industry was undeniable. 456 00:22:43,920 --> 00:22:47,240 Tik Tok's user base had. Reached over 1 billion monthly 457 00:22:47,240 --> 00:22:50,480 active users, and the app had already turned out several. 458 00:22:50,480 --> 00:22:52,600 Artists who? Broke into the mainstream like 459 00:22:52,600 --> 00:22:56,880 Main Skin, Pink Pantheris and Coil Array, but it was the 2021 460 00:22:56,880 --> 00:22:58,720 Grammys. That really solidified the 461 00:22:58,720 --> 00:23:01,800 platform's influence. Over popular music, as Jordan 462 00:23:01,800 --> 00:23:04,880 Christensen writes for Centennial World quote of the 463 00:23:04,880 --> 00:23:08,200 nominations winners and those asked to perform each had a 464 00:23:08,200 --> 00:23:11,200 significant moment of virality on the app in the last 12 465 00:23:11,200 --> 00:23:13,880 months. Dua Lipa, who beat out the likes 466 00:23:13,880 --> 00:23:16,920 of Taylor Swift. Justin Bieber, Lady Gaga and 467 00:23:16,920 --> 00:23:18,600 Harry. Styles for best pop. 468 00:23:18,600 --> 00:23:22,480 Vocal album with future nostalgia saw almost 4 million 469 00:23:22,480 --> 00:23:25,640 views made with the 15 second clip of her song Don't Start 470 00:23:25,640 --> 00:23:30,000 Now, a number which well exceeds the 1.3 million streams it has 471 00:23:30,000 --> 00:23:33,240 on Spotify. Similarly, Harry Styles, a 472 00:23:33,240 --> 00:23:36,280 seemingly obvious choice for the opening and longest performance 473 00:23:36,280 --> 00:23:39,720 slot of the show, may not have seemed so obvious 12 months ago. 474 00:23:39,960 --> 00:23:42,840 Beloved by Jen Zedd, Harry Styles found his feet for his 475 00:23:42,840 --> 00:23:46,120 second studio album Fine Line, but not without The Help. 476 00:23:46,120 --> 00:23:48,360 Of the hordes of. Fans present on the video 477 00:23:48,360 --> 00:23:51,600 sharing platform, it is interesting to consider that in 478 00:23:51,600 --> 00:23:55,360 almost every popular music category, the winner was crowned 479 00:23:55,360 --> 00:23:56,880 by Tik. T.O.K first. 480 00:23:57,560 --> 00:24:00,360 By then it was clear that TikTok now dominated how people 481 00:24:00,360 --> 00:24:03,880 discovered music and new artists, and this shift was now 482 00:24:03,880 --> 00:24:06,080 heavily impacting the corporate music scene. 483 00:24:06,440 --> 00:24:08,040 As a result, artists. Started getting. 484 00:24:08,040 --> 00:24:10,560 Pressured by their labels. To become a quasi content 485 00:24:10,560 --> 00:24:13,120 creators as well to promote their music on TikTok. 486 00:24:13,680 --> 00:24:15,760 This self. Promotion is something that many 487 00:24:15,760 --> 00:24:19,520 artists have spoken out against, artist and producer Mike Barnett 488 00:24:19,520 --> 00:24:21,440 told journalist Ali Dever. Quote. 489 00:24:21,680 --> 00:24:24,200 Record labels used to. Be far more involved in the 490 00:24:24,200 --> 00:24:26,080 development and promotion of artists. 491 00:24:26,520 --> 00:24:29,320 Social media has allowed them to pass the buck and put much of 492 00:24:29,320 --> 00:24:32,000 the burden of promotion onto the artists themselves. 493 00:24:32,320 --> 00:24:36,400 Most labels, major or indie, don't even think about signing 494 00:24:36,400 --> 00:24:39,360 an artist who doesn't already have big numbers on their social 495 00:24:39,360 --> 00:24:42,880 and streaming platforms. And it's not just up and coming 496 00:24:42,880 --> 00:24:44,880 artists who feel. The TikTok pressure. 497 00:24:45,520 --> 00:24:48,240 Mainstream names like Halsey and Charli XEX. 498 00:24:48,240 --> 00:24:50,520 Have posted. Videos expressing frustration at 499 00:24:50,520 --> 00:24:52,440 being asked to make. Videos by their labels. 500 00:24:52,640 --> 00:24:55,760 While trying to balance touring, writing and recording music. 501 00:24:56,000 --> 00:24:58,360 Artists are also reportedly. Pressured now to write? 502 00:24:58,360 --> 00:25:00,560 Shorter. Snappier Songs to Suit Tiktok 503 00:25:00,560 --> 00:25:04,040 Virality The tiktokification of music is a hot button. 504 00:25:04,040 --> 00:25:06,560 Topic it. Seems that music industry 505 00:25:06,560 --> 00:25:10,000 insiders and fans alike consider the shift as a net negative for 506 00:25:10,000 --> 00:25:13,040 music. But I would argue that Tiktok 507 00:25:13,040 --> 00:25:14,760 is. Getting a bad rap here. 508 00:25:15,440 --> 00:25:17,680 Because before TikTok popular music. 509 00:25:17,680 --> 00:25:21,000 Was designed for the radio, and then it was designed for music 510 00:25:21,000 --> 00:25:23,960 video programs like MTV, and then it was designed for 511 00:25:23,960 --> 00:25:27,080 streaming services. The evolution of how music is 512 00:25:27,080 --> 00:25:30,880 discovered and consumed by youth culture has been ever changing 513 00:25:30,880 --> 00:25:32,160 over the past two. Decades. 514 00:25:32,400 --> 00:25:34,720 And those creating music. Have had to adapt. 515 00:25:34,720 --> 00:25:38,440 To that When popular music of the 20 Tens was sweeping the 516 00:25:38,440 --> 00:25:42,200 Grammys, for example, we didn't say, oh, the Grammys are just 517 00:25:42,200 --> 00:25:45,680 commercial radio music now. But today, one of the biggest 518 00:25:45,680 --> 00:25:47,600 criticisms of the Grammys is that. 519 00:25:47,600 --> 00:25:49,320 It's all just. TikTok Music. 520 00:25:49,320 --> 00:25:53,400 Now, in a similar vein, it's also worth considering if TikTok 521 00:25:53,440 --> 00:25:57,960 actually determines what is popular music or if popular 522 00:25:57,960 --> 00:26:00,000 music. Is also just popular. 523 00:26:00,000 --> 00:26:02,680 On Tik. T.O.K Would Haley Sharp have 524 00:26:02,680 --> 00:26:04,680 choreographed a Tik? T.O.K Dance to Doja. 525 00:26:04,680 --> 00:26:08,840 Cats say so if it wasn't. Already a popular song, now 526 00:26:08,840 --> 00:26:10,920 whether or not Tik. T.O.K is actually. 527 00:26:10,920 --> 00:26:13,920 More influential to music creation than other mediums of 528 00:26:13,920 --> 00:26:16,880 generations past. Is debatable, but what is for 529 00:26:16,880 --> 00:26:19,240 sure? Is that the corporation likes to 530 00:26:19,240 --> 00:26:21,880 play into this belief in September of last. 531 00:26:21,880 --> 00:26:24,680 Year. TikTok launched Elevate, a 532 00:26:24,680 --> 00:26:28,400 program quote designed to identify and nurture the next 533 00:26:28,400 --> 00:26:32,200 generation of musical talent who already seemed destined to make 534 00:26:32,200 --> 00:26:34,600 waves worldwide. Elevate claims to. 535 00:26:34,600 --> 00:26:37,960 Provide artists with both. In app and external benefits 536 00:26:38,440 --> 00:26:41,840 like visibility and awareness, fan engagement, music promotion 537 00:26:41,840 --> 00:26:44,440 and brand building. In an interview with Forbes, 538 00:26:44,640 --> 00:26:46,080 Rachel Dunham, who was the North? 539 00:26:46,080 --> 00:26:48,400 America Artist Partnerships Lead at TikTok. 540 00:26:48,680 --> 00:26:50,840 Called elevate a major step in making. 541 00:26:50,840 --> 00:26:53,640 Sure that TikTok is. Quote the most artist. 542 00:26:53,640 --> 00:26:56,680 Friendly platform, possible despite. 543 00:26:56,680 --> 00:26:58,240 This claim. However, TikTok has. 544 00:26:58,240 --> 00:27:00,920 Actually made it increasingly difficult for lesser known 545 00:27:00,920 --> 00:27:04,360 artists to find viral fame. For example, according to 546 00:27:04,360 --> 00:27:07,560 Business Insider, Tik Tok's music operations team has a 547 00:27:07,560 --> 00:27:10,520 series of promo. Levers that it uses to boost 548 00:27:10,520 --> 00:27:12,360 the. Popularity of songs and its 549 00:27:12,360 --> 00:27:15,960 editorial team even quote overwrote its own algorithm to 550 00:27:16,000 --> 00:27:17,480 boost views. For Taylor. 551 00:27:17,480 --> 00:27:20,640 Swift and Beyoncé when they first joined the platform, as 552 00:27:20,640 --> 00:27:22,640 TikTok has continued to see Unprecedented. 553 00:27:22,640 --> 00:27:24,560 Growth over the years. It's not a. 554 00:27:24,560 --> 00:27:27,120 Stretch to say that. The app now defines popular 555 00:27:27,120 --> 00:27:30,840 culture in every single way, and it seems that this power has 556 00:27:30,840 --> 00:27:34,280 made TikTok increasingly greedy, particularly when it comes to 557 00:27:34,280 --> 00:27:36,040 the music being played on its platform. 558 00:27:36,640 --> 00:27:40,040 OK, so what's really? Going on between TikTok and UMG. 559 00:27:40,680 --> 00:27:44,720 So when it comes to music there are both licensing rights and 560 00:27:44,720 --> 00:27:47,320 production rights. Licensing rights are the 561 00:27:47,320 --> 00:27:50,880 copyright of the song recording which is often owned by the 562 00:27:50,880 --> 00:27:53,760 record label. Licensing rights are what Taylor 563 00:27:53,760 --> 00:27:56,560 Swift, for example, is fighting for when she talks about re 564 00:27:56,560 --> 00:27:59,040 recording her Masters publishing. 565 00:27:59,040 --> 00:28:02,680 Rights are the copyright. To the DNA of the song, like the 566 00:28:02,680 --> 00:28:07,000 lyrics and the actual music. Scores itself, Publishers are. 567 00:28:07,000 --> 00:28:10,320 Responsible for representing the authors of a song, so these 568 00:28:10,320 --> 00:28:13,360 rights are not always owned. By the record label. 569 00:28:13,600 --> 00:28:16,000 But they sometimes are. Where it gets even more 570 00:28:16,000 --> 00:28:18,960 confusing is that some artists have their publishing rights. 571 00:28:18,960 --> 00:28:22,040 With a record label. Like UMG that they're not 572 00:28:22,040 --> 00:28:25,840 actually signed to. SO in the disagreement between 573 00:28:25,840 --> 00:28:29,960 TikTok and UMG, UMG at the moment is only removing their 574 00:28:29,960 --> 00:28:33,880 license recordings, but UMG is threatening that if things keep 575 00:28:33,880 --> 00:28:37,200 going South with TikTok they will remove the songs they hold 576 00:28:37,200 --> 00:28:39,720 publishing rights to as well. Which would? 577 00:28:39,720 --> 00:28:44,480 Also impact artists that aren't even signed with UMG with the 578 00:28:44,480 --> 00:28:45,760 news. Of the TikTok. 579 00:28:45,760 --> 00:28:49,880 UMG split creators and users. Spiraled What would TikTok? 580 00:28:49,880 --> 00:28:52,520 Be without some of the world's most popular music. 581 00:28:53,080 --> 00:28:55,880 But two weeks later. It doesn't really feel like much 582 00:28:55,880 --> 00:28:59,800 has changed for the user experience, although music 583 00:28:59,800 --> 00:29:02,760 remains a significant aspect. Of TikTok culture. 584 00:29:03,000 --> 00:29:07,000 There has been a shift. TikTok dances are still around, 585 00:29:07,000 --> 00:29:10,240 but they no longer dominate the For You page as they once did in 586 00:29:10,240 --> 00:29:12,920 2020. And today, most of the viral 587 00:29:12,920 --> 00:29:16,320 TikTok content is centered around comedy, political 588 00:29:16,320 --> 00:29:18,120 discourse, and social commentary. 589 00:29:18,600 --> 00:29:21,760 Genres of content where popular songs are not necessarily. 590 00:29:21,760 --> 00:29:25,040 A prerequisite and for. Those who do want access. 591 00:29:25,040 --> 00:29:27,280 To their favorite artist. Music on the platform. 592 00:29:27,800 --> 00:29:30,280 There are already a plethora. Of fan edits and. 593 00:29:30,280 --> 00:29:34,720 Remixes available to use. So this begs the question, will 594 00:29:34,720 --> 00:29:35,520 this? Dispute. 595 00:29:35,520 --> 00:29:38,440 Actually hold up. Well, on the in case you missed 596 00:29:38,440 --> 00:29:39,400 a. Podcast. 597 00:29:39,760 --> 00:29:43,400 Hosts Candace Lim and Serena Toros mentioned a similar 598 00:29:43,400 --> 00:29:47,600 dispute from 2008 between Warner Music Group and YouTube as a 599 00:29:47,600 --> 00:29:48,280 case. Study. 600 00:29:48,880 --> 00:29:51,640 Warner Music Group Removed. All of the official videos of 601 00:29:51,640 --> 00:29:53,280 its. Recording artists from YouTube 602 00:29:53,280 --> 00:29:55,680 over a disagreement about its licensing deal. 603 00:29:55,920 --> 00:29:59,480 The record label only held out for nine months before striking 604 00:29:59,480 --> 00:30:00,680 a new. Deal with YouTube. 605 00:30:00,680 --> 00:30:02,840 To get its music back on the platform. 606 00:30:03,640 --> 00:30:06,760 This disagreement had commercial implications for both companies, 607 00:30:07,000 --> 00:30:09,800 with Warner Music Group losing exposure, marketing and 608 00:30:09,800 --> 00:30:13,200 licensing revenue, while YouTube lost a significant portion of 609 00:30:13,200 --> 00:30:14,240 music. Related ad. 610 00:30:14,240 --> 00:30:17,480 Revenue given how much? UMG and TIK. 611 00:30:17,480 --> 00:30:19,480 T.O.K are both. Losing during this time. 612 00:30:19,960 --> 00:30:21,720 It's likely. They'll come to some sort of 613 00:30:21,720 --> 00:30:24,360 agreement in the near. Future But who's really? 614 00:30:24,360 --> 00:30:26,360 Losing out now. Are the artists. 615 00:30:27,040 --> 00:30:30,040 Not the Taylor. Swift's or the Olivia Rodrigo's? 616 00:30:30,280 --> 00:30:34,120 But the developing artists, many of whom were discovered by UMG 617 00:30:34,360 --> 00:30:37,320 on the very platform where they can no longer promote their 618 00:30:37,320 --> 00:30:40,760 music and if we've learned anything from other social media 619 00:30:40,760 --> 00:30:43,560 platforms. It's that exponential growth. 620 00:30:43,560 --> 00:30:47,240 Almost always leads to increased corporate greed and a. 621 00:30:47,240 --> 00:30:50,520 Worse user experience overall. Though TikTok has been the 622 00:30:50,520 --> 00:30:52,560 golden child of the online world. 623 00:30:52,560 --> 00:30:55,400 For the past few years, its power struggle with. 624 00:30:55,560 --> 00:30:58,520 UMG over music licensing. Rights, suggests. 625 00:30:58,520 --> 00:31:02,560 It may be headed down the same path as so many platforms before 626 00:31:02,560 --> 00:31:04,720 it. Infinite. 627 00:31:04,720 --> 00:31:07,640 Scroll is a podcast. Written, produced, edited and 628 00:31:07,640 --> 00:31:10,840 presented by me Lauren Meisner for Centennial World. 629 00:31:11,560 --> 00:31:14,240 Additional research and reporting is by Annabelle Ben, 630 00:31:14,240 --> 00:31:17,120 David, Thank you guys so much for listening. 631 00:31:17,120 --> 00:31:19,800 I love you all so much. And I will talk to you next 632 00:31:19,800 --> 00:31:20,360 week.