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The latest dance taking over New York City is the “Reemski,” and its Brooklyn creator and the Bronx rapper whose song its associated with are ecstatic over its popularity.
If you’re tapped into the latest dance trends in New York City, you’ve undoubtedly heard of the “Reemski.” Gaining viral popularity thanks to posts with over 1 million views and counting on TikTok and on X, formerly Twitter, the dance has gained new forms including as a joke on the performance of the MTA for example, and being banned in the Russian republic of Chechnya as part of activities that are at too fast of a tempo. Even Kai Cenat has picked up on it. The dance’s creator, Kareem Gadson, is happy with all of it.
“I just got tired of doing the dances that I was seeing out here,” Gadson said of creating the hit dance, which he says he did in 2016. “So I just decided to do my own.”
The aspiring rapper from Brooklyn calls his dance the “Reemski” because the leg movements are similar to those of downhill skiers. “As you getting low you have to move sideways like you’re skiing,” Gadson says. The dance is normally done to the Cash Cobain track “Fisherrr,” a collaboration song with Bay Swag, and requires the dancer to get lower to the ground by bending their knees as the bass drop of the song comes in while moving their chest and shoulders in unison. “If you ever watch someone skiing and then you watch my dance, then you will go ‘OK, I see what story you’re talking about.’”
For Elijah Hicks, the man who utilized the “Reemski” in a joke about Jesus walking out of the tomb, he suggests not being too caught up in the technical parts of the dance. “You just roll your shoulders, but it’s about the drop,” he said. “The drop is what makes it fun. It’s all in like one motion. Everybody can do it, because it’s so easy to do,” before adding, “Your grandmother and your grandfather could do it. All they gotta do is roll their shoulders.”
Gadson is particularly pleased that the dance hasn’t gotten any infamous attachments. “I like that it doesn’t have anything to do with violence,” he said in an interview. “It’s got a lot to do with just having fun and enjoying yourself.” As for Cash Cobain, he’s enjoying the dance because of the associated fame for his single, calling the timing of the “Reemski” going viral “perfect.”
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When Ariana Grande released her latest album eternal sunshine, one of its most beloved tracks, “the boy is mine,” became an instant dance trend on TikTok. At any other moment, a viral trend around a major pop star’s new song would seem obvious, even normal. But amidst the licensing feud between TikTok and Grande’s record label Universal Music Group, it’s a surprise to find the song on TikTok at all.
Grande’s music is not alone in sticking around on the app far past the expiration of UMG’s last license, which lapsed at the end of January. Thanks to clever tactics by fans, artists and their teams, some notable UMG-affiliated songs have been able to effectively skirt the company’s TikTok boycott. While it helps promote these songs individually, trying to get around the ban also has a knock-on effect for songwriters — and supplies UMG hits to TikTok without the app paying a cent.
An Olivia Rodrigo fan under the username LouLiv recently uploaded Rodrigo’s new single “so american” to TikTok as an “original sound,” and Rodrigo herself used the sound in a few recent TikToks, helping boost the song’s visibility. Grande’s fans have also been creating various versions of “the boy is mine” on TikTok, which has helped spread the song on the app, as well as other tracks from eternal sunshine.
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These original sounds often manipulate the official recording, changing the speed, pitch and/or title of the song to help them slip past TikTok’s detection technology, which is used to automatically catch songs, like UMG’s, that are not licensed to be on the app. A source close to the matter says that TikTok’s detection technology combs for metadata provided by UMG and UMPG and then removes the content. But the remaining original sounds that don’t get automatically wiped from TikTok are so widespread that it can sometimes feel like UMG never left the app at all.
The songs are not hard to find, either. The most popular sound for Rodrigo’s “so american,” for example, is straightforwardly titled “so american” and already has 33,400 videos created with the song to date. The most-used original audio for “the boy is mine” was recently removed after weeks on TikTok, a sign that UMG is issuing takedowns for some original sounds using their catalog. But multiple other original audios for the song remain, including “the boy is mine” by star and “the boy is mine sped up” by satvrn, amounting to over 100,000 videos made to original sounds of the song on TikTok and counting.
For songwriters, there are negative consequences. In two separate text and email chains reviewed by Billboard, non-UMG recording artists that have worked on recent or upcoming releases with UMPG songwriters have asked the track’s songwriters to withhold information about who wrote the song at the time of a track’s release to try to skirt the UMG TikTok ban — and the songwriters have agreed.
Though the two sources who provided correspondence to Billboard wished to remain anonymous to protect their clients, Lucas Keller, founder/CEO of Milk & Honey and manager to a number of songwriters and producers, confirmed that this is happening to songwriters. “Sometimes there’s a song coming out and there’s four writers, and one of them is UMPG, and someone steps forward and says, ‘Hey, can you not get in the way of this one? Can we register this in like three months?’” Keller says. “Then the song can be used on TikTok. It’s an interesting dark corner of the business that’s emerged.”
It is common for tracks to be released without submitting the proper publishing “splits,” meaning the names of the writers and what the percentage of ownership each holds, given these negotiations can be lengthy and sometimes contentious. But in the cases Keller and the other two sources discussed with Billboard, the songs’ publishing splits were ready to go and could have been submitted on time. The only reason they weren’t was to allow the artist to promote it on TikTok.
Michelle Lewis, co-founder and CEO of Songwriters of North America (SONA), says these asks by artists put songwriters in a bad position. “Songwriters are the least equipped to negotiate, the lowest on the food chain in these discussions,” Lewis says. She worries songwriters don’t feel like they have the ability to push back on these asks if they want to. Meanwhile, leaving out this key information could threaten the songwriters’ ability to get paid royalties from streaming services on time if the parties hold out longer than a few months.
Lewis, Keller and three artist managers who wished to remain anonymous, all tell Billboard that some artists are also “thinking twice” about inviting UMPG writers to sessions. “I have also heard about Universal writers not being invited to camps,” Lewis says; while it’s unclear how often this is occurring, Keller says it “is absolutely happening.” Adds Lewis, “It’s so uncool. If you’re not including Universal writers, you’re basically crossing the picket line. You’re weakening [UMG’s position].”
A UMPG spokesperson declined to comment on its songwriters facing these specific effects from the TikTok feud, but pointed to its letter to songwriters on Feb. 29, which read in part, “We understand the disruption is difficult for some of you and your careers, and we are sensitive to how this may affect you.”
Some official recordings with UMPG writers, like “Texas Hold Em” by Beyonce, who is affiliated with Sony’s Columbia Records, still remain on TikTok for unknown reasons. That song, which is currently ranked at No. 5 on Billboard’s TikTok Viral 50, was co-written by UMPG’s Raphael Saadiq, as were other songs on Beyonce’s new album Cowboy Carter that remain on the platform.
“Texas Hold Em” and some other tracks by Beyonce have a large number of songwriters — which is one major reason why publishing information is often submitted late — so it is possible that TikTok hasn’t removed the track because it doesn’t have verification that it is in any way affiliated with UMPG. Strangely, however, this track was taken down from TikTok briefly and then reappeared days later. When asked why “Texas Hold Em” was available on TikTok despite its clear ties to UMPG, neither TikTok nor UMPG responded to Billboard’s requests for comment.
Regardless of how these songs avoided an automatic removal from TikTok, UMG could have requested that these popular tracks and original sounds be taken down by now. Rights holders are able to manually request takedowns of content on TikTok that they believe infringe on their copyrights, like the original sounds for Grande and Rodrigo and songs like “Texas Hold Em,” and TikTok is required to remove them to remain in compliance with the Digital Millennium Copyright Act.
But tracking down all infringing content and requesting takedowns, especially for a catalog of millions like UMG’s, is known to be a tedious task. As UMG put it in its original letter to artists and songwriters, it is “monumentally cumbersome” and “the digital equivalent of ‘Whack-A-Mole.’” Michael Nash, the company’s executive vp of digital strategy, also added on an earnings call on Feb. 28 that the company had sent requests to “effectuate muting of millions of videos every day.” However, it is possible to get infringing tracks removed if that is the rights holders’ wish.
“This is not a united front,” Lewis says. “It feels indicative of our industry overall. We can never get along, and the individual creator is the one who gets hurt… It’s totally not fair for songwriters, but this is all beneath the top line concern, which is that TikTok completely underpays, undervalues songwriters. That’s number one. They’re the ones who started this.”
There’s little doubt that TikTok drives the discovery of new and unfamiliar music. Exactly how much engagement it creates downstream — at on-demand music streaming platforms — is less clear.
It’s been roughly two months since Universal Music Group announced its decision to remove its catalog from TikTok after the companies’ licensing agreement ended on Jan. 31. To see if its absence from TikTok has hurt UMG’s streaming numbers, Billboard looked at Luminate’s weekly market shares for UMG, as well as for Sony Music and Warner Music Group, going back to the beginning of 2023.
The conclusion? Thus far, there’s no clear evidence that UMG’s U.S. market share has been affected by its catalog’s removal from the wildly popular platform. Since the week ended Feb. 8 through the week ended Mar. 28, UMG’s market share has not deviated from what could be considered normal trends. Importantly, the company has not suffered a major blow — either in market share or chart appearances — while absent from TikTok.
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In the eight weeks since TikTok started pulling UMG catalog following the lapse of their licensing agreement, UMG’s overall on-demand audio streaming market share (using a moving four-week average to smooth out fluctuations) dropped 1.8% — not 1.8 percentage points — from 38.72% to 38.02%. Most of that drop came from a 5.8% decline (from 34.42% to 32.43%) in market share of current (less than 18 months old) titles — an entirely normal fluctuation that reflects the ebbs and flows of any music company’s new release schedule. Since early 2023, the eight-week change in UMG’s current market share (again, using a moving four-week average) has dipped more than 5% five times. Sony Music experienced a 5% or greater decline six times. Warner Music Group saw it happen seven times.
Catalog (music over 18 months old) market share is less driven by music companies’ new release schedules but also tends to see small increases and decreases. In the eight weeks ended March 28, UMG’s catalog market share declined 0.8% (from 40.01% to 39.7%). That wasn’t atypical; WMG dropped 0.9% over the same period. Going back to the beginning of 2023, UMG’s catalog market share gained more than 1% six times and fell by more than 1% four times. UMG’s competitors saw their catalog market shares fluctuate by more than 1% more times than UMG.
Given the importance of on-demand audio streaming to record labels, a loss in market share would hit UMG in the pocketbook. In 2023, UMG’s record labels received about $6.17 billion in royalties from streaming, according to its 2023 annual report. Just a 5% decline in streaming revenue is worth over $300 million annually. TikTok, on the other hand, is a relatively small part of UMG’s business. The previous licensing deal with TikTok was worth about 1% of UMG’s annual revenue, CFO Boyd Muir stated in the company’s Feb. 28 earnings call — equal to $120 million annually based on 2023’s total revenue.
TikTok has a well-earned reputation for driving chart success for tracks — from Glass Animals’ “Heat Waves” to Doja Cat’s “Paint the Town Red” — by raising their profiles and creating downstream traffic at on-demand streaming services. A 2023 TikTok study conducted by Luminate found that higher TikTok engagement corresponds with elevated streaming volumes and that U.S. TikTok users are more likely than average consumers to both stream music and subscribe to a music streaming service. TikTok engagement went offline, too: The study found that 38% of TikTok users in the U.S. went to a show in the last 12 months and that 45% bought some merchandise — suggesting higher-than-normal levels of engagement with music.
But there’s evidence that TikTok is less valuable to music discovery than music streaming services that still offer UMG’s catalog. TikTok users who would potentially discover UMG’s music “still have a lot of ways to find new music and new artists in the absence of TikTok,” MusicWatch managing partner Russ Crupnick tells Billboard via email, “though admittedly it’s an important option.” MusicWatch has found that TikTok users are three times as likely to cite their favorite streaming service as the top source for music discovery as they are TikTok. And two-thirds of TikTok users say music streaming services are a source for hearing new songs and new artists; 49% of TikTok users cite TikTok as a favorite for finding new music.
Still, an absence from TikTok means UMG’s artists aren’t reaching young consumers where they spend much of their time. TikTok is an especially popular option for teens, notes MIDiA Research’s Tatiana Cirisano. A MIDiA survey of U.S. consumers found that 24% of all people surveyed listen to songs they first heard on TikTok on a monthly basis. That number jumps to 52% for 16-to-19-year-olds, and 55% of people in that age group say TikTok is one the top three places where they discover new music — ahead of YouTube (47%) and music streaming services (36%).
Looking at only streaming market share data does not capture the full picture, though. It’s entirely possible that UMG has been hurt by its absence from TikTok in other ways. If its catalog were available at TikTok, UMG could have had one or more out-of-left-field viral hits thanks to the unsolicited usage of its music by TikTok users. After all, TikTok can surface old music in expected ways.
What’s more, two months is also too little time to draw any grand conclusions. “The constant fluctuation in release schedules as well as the ever-evolving ways that consumers use social apps mean that it will be necessary to assess over a much longer timescale,” Chaz Jenkins, Chartmetric’s chief commercial officer, tells Billboard in an email. Additionally, Billboard examined market share in the U.S. only. Global market share data would tell a fuller picture.
Besides, some artists have found ways to work around the ban. As Billboard reported in February, artists are doing acoustic versions of songs, speeding up the recordings’ tempos and posting interviews to stay in front of their fans. “Artists impacted by this are just being more creative on TikTok about how they’re getting music out,” said Shopkeeper Management digital marketing manager Laura Spinelli.
For all of TikTok’s promotional value and ability to break hits, the app might be more of a silo than people think: MIDiA also found that 76% of consumers who said TikTok is a main source of music discovery don’t seek information on an artist after finding a song on the app. In other words, what happens on TikTok often stays on TikTok. Let’s see if the impact of UMG’s absence from the app will be just as contained.
Independent Music Companies Association (IMPALA) has released a statement detailing its position on TikTok and the proposed changes to the payment models for music streaming, and how this will affect its members. Founded in 2000, the advocacy group has 6000 members, stemming from Europe’s small music businesses.
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With regards to TikTok, the organization says it is aligned with Universal Music Group and its decision to let its license with TikTok lapse due to low compensation and AI concerns. “IMPALA supports UMG’s stance on TikTok in relation to valuing music properly,” say the organization’s chair of streaming group and CEO of Everlasting Records and Popstock Distribuciones, Mark Kitcatt. “The independent community has adopted a similar approach at various points over the years with other services, from MTV to Apple to YouTube. We also reject arguments equating the use of music on TikTok to promotion.”
IMPALA’s stance on TikTok’s lack of policing for AI generated content is also similar to what UMG addressed in its letter to artists and writers when it announced its plan to leave the platform. “services need permission for the use of music, including soundalikes and AI adaptations. The new AI framework in Europe also helps set human-centred guide rails in this regard,” says Helen Smith, executive director of IMPALA.
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IMPALA also notes that it has concerns with how some streaming services — including Spotify, Deezer and Apple — are changing their payments models to artists and labels. “Adjustments can be made [by Deezer, Spotify and Apple] to avoid harm,” says the organization. IMPALA calls for a better seat at the table for smaller music companies. “Any changes in how revenue is allocated [should] be properly assessed by services in terms of the impact they create over the whole market… We also call on streaming services to consult and discuss this with their independent licensing partners before the decision is made.”
Detractors of Deezer and Spotify’s new royalty payment models say that adding a threshold for a minimum number of streams that an artist has to reach before qualifying for payment is unfair to smaller artists and companies that represent them. Also, streaming companies are considering or are already adding in penalties for music companies that facilitate music involved in streaming manipulation and fraud. For distributors that services a large scale of DIY talent in particular, this could have an outsized impact on their businesses,
To get ahead of these problems, some distributors have joined together to form the Music Fights Fraud coalition, including TuneCore, Distrokid, and CD Baby, to come up with best practices for fighting bad actors that sign up for their platforms and to establish a common database to share information on the fraudsters each service catches. IMPALA says it supports Music Fights Fraud and that addressing maniplation is a “priority” for the organization and its members.
Chair of IMPALA and head of Balkans association RUNDA, Dario Drastata, adds: “IMPALA supports collaborative reform that is sustainable and drives diversity. We seek urgent solutions to address manipulation and revenue dilution. We also need to make sure the proposals are fair to all, and we hope Merlin’s recent agreement with Deezer will contribute to this objective. It’s the only way to create a sustainable ecosystem. We believe for example that there are simple solutions for problems with thresholds that can be plugged in and will continue our constructive discussions with services to explore options. Finding the answers will ensure services are able to further develop opportunities in key markets and genres as well as across multiple languages.”
Helen Smith says, “IMPALA’s work is vital for Europe’s music economy. Independents account for over 80% of the sectors’ new releases and jobs, providing stable and exciting opportunities for artists, fans and music employees across Europe. This was also reconfirmed at IMPALA’s AGM last year, including the elimination of value gaps, and developing the digital market in all territories with great talent, huge audiences and untapped digital potential, such as in Central and Eastern Europe. “
Jake Shane, who has nearly 3 million followers on TikTok thanks to his viral comedy videos under the handle @octopusslover8, is reviewing albums for Billboard with exclusive new essays and videos. Find his first Billboard album review below, for Beyoncé’s just-released Cowboy Carter album.
“People don’t make albums anymore,” Beyoncé declared in her 2013 HBO documentary Life Is But a Dream. “They just try to sell a bunch of lil quick singles. And they burn out, and they put out a new one, and they burn out, and they put out a new one.” She was right, finding a real “album” is becoming scarcer in the age of streaming, where songs with shorter run lengths are viewed as more “streamable.” A real album might be hard to find, but luckily we have Beyoncé, and boy does Beyoncé make a good one.
Beyoncé’s eighth studio album, the country-influenced and genre-defying Cowboy Carter, is a tour de force and yet another example of Beyoncé’s innate ability to put together an album. Much like Renaissance, most of the songs blend beautifully into each other, almost forcing the modern listener to hear the album in order — exactly how Beyoncé intended it. This is especially notable in the jump from the “Dolly P” interlude to Beyoncé’s stunning reworking of Parton’s classic “Jolene.” Instead of Parton’s infamous “begging” of Jolene to not take her man, Beyoncé changes the narrative — she’s not begging you; she’s warning you. It’s a perfect rendition of the classic song in 2024. We’ve heard a million and one versions of superstars “begging” for the villainous Jolene to not take their man, but Beyoncé isn’t most superstars, and she’s not going to beg; she’s going to tell you.
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Beyoncé follows up her rendition of “Jolene” with perhaps the most cinematic moment on the album — track 11, “Daughter,” is a scorching country ballad-turned-Italian opera that finds our protagonist setting the scene of smoke, bodies and, of course in true Beyoncé fashion, bloodstained custom couture.
Beyoncé’s duet with Miley Cyrus, “II Most Wanted,” finds the two stars going line for line, Miley’s rasp perfectly matching Beyoncé’s powerhouse vocals. Beyoncé and Cyrus’ harmonies flowing, they insist “I’ll be your shotgun rider, till the day I die.” The two superstars might be singing about their respective romantic partners, but it’s just as easy to believe they’re singing about each other. As they lyrically and sonically ride side by side, their chemistry is tangible and undeniable.
If “II Most Wanted” weren’t proof enough of Beyoncé’s undeniable talent for a cohesive duet, look no further than “Just for Fun,” which features country star Willie Jones. Another standout is “Levii’s Jeans” featuring Post Malone, who delivers some of the cleanest vocals of his career — setting the scene for a hot summer day in the South, where we find our superstar wearing a perfectly fitted pair of Levi’s.
It would be remiss to talk about Cowboy Carter without mentioning Beyoncé’s cover of The Beatles classic “Blackbird,” which she aptly restyled as “Blackbiird.” The cover features rising country star Tanner Adell. Once again, we find our superstar making an already-classic song her own entirely. It’s a pin-drop moment on the album — talking about it almost feels like I’m taking away from the time you could spend listening to it instead.
Beyoncé said, “This ain’t a country album, it’s a Beyoncé album.” And while Beyoncé has never been wrong, she has also never been so right. “Genres are a funny little concept,” Linda Martell (country star and trailblazer) states at the beginning of “Spaghettii” — almost laughing at every single Beyoncé detractor who questioned how the superstar would fit into the country genre. Country? Genre? This is Beyoncé. Just press play.
If you’ve scrolled through TikTok recently, you might have noticed that it sounds different than it did a few months ago.
Users have gotten creative with their sound choices. They’ve posted edits to a song from the children’s cartoon Little Einsteins, the Spongebob theme song, music from the quiz platform Kahoot, Kevin MacLeod’s royalty-free track “Sneaky Snitch” and the 20th Century Fox theme. There have been dances set to classical music, and the iPhone ringtone. Users have even posted screen recordings of what it’s like scrolling through their feeds, one with the text, “This is the funniest era of TikTok to ever exist.”
It’s all because Universal Music Group (UMG) and TikTok failed to reach a new licensing agreement after the previous one expired on Jan. 31. UMG issued an open letter on Jan. 30 citing concerns over AI, compensation, harassment and copyright infringement on the social media app. TikTok responded in a statement, saying, “It is sad and disappointing that Universal Music Group has put their own greed above the interests of their artists and songwriters.” Music credited to songwriters signed to Universal Music Publishing Group disappeared at the end of last month following a grace period.
TikTok has proved vital to artists, breaking new artists’ careers and causing songs to go viral, but the removal of UMG’s catalog has hit social media creators hard, too. Kenna Dean, 22, a dance creator with 1.7 million followers on the app, is one of many TikTokers who found out her videos with music by Universal artists – including one with 1.5 million likes – had been muted.
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“It was actually really disappointing, because it’s time you put into those videos,” Dean says. “You have comments on them, and you have other people who have done your dances out there. And then all of that is just gone, which was alarming.”
Dean had plans to film a dance collaboration with two other creators, @karaleighcannella and @jaedengomezz, on the same day the catalog was pulled. “All of the dance creators, we kind of woke up and were like, ‘What do we dance to?’” Dean says. They stumbled across Niana Guerrero’s viral dance (which now has over 14 million likes) to Kevin MacLeod’s “Fluffing a Duck” – a royalty-free track – as well as a dance to the Samsung alarm tone. “I just thought it was so funny,” says Dean, who jumped on both trends.
UMG is just one portion of the music industry. There are, of course, many artists who are not affiliated with Universal, or any label at all, and that music is still available for creators to use on TikTok – and a lot of users have opted to simply use the music at their disposal. Dean pointed out that she’s trying to use more songs by independent artists.
“I think it is a chance that we can prove that we are also worth listening to,” says independent artist and creator Charisse Chua. “Us not being signed doesn’t stop us from still creating good music and releasing it out there.” Earlier this month, Chua, 19, posted a clip of her song “would you take it all back?” with the caption, “umg songs might be gone [from] tiktok but mine aren’t!!”
But it’s still a challenge to get music to reach more viewers. “I expected there to be a lot more interaction than there was,” Chua says, adding that there are a lot of artists trying to use the app to boost their music.
Many TikTokers have also turned to covers as a way to replace the missing songs. In one video, creators danced to a cover of Lady Gaga’s “Bad Romance” from the Alvin and the Chipmunks movies. Another user made a video featuring medieval-style instrumental versions of songs that got 1.9 million likes, with the audio being used in over 700 videos.
Glee covers are also popular, with a clip of the Glee Cast version of “Rose’s Turn,” uploaded by @girlyteengirl123, currently trending on the app, having been used in over 300,000 videos and reaching No. 3 in Billboard’s TikTok Top 50 chart. A remix of Ice Spice’s “Think U The Shit (Fart)” in the style of the Nintendo character Toad was uploaded to TikTok on Jan. 26 – just days before the licensing agreement expired – and has since gotten 2 million likes, having been used in close to 9,000 videos, often as a joking substitute for the original song. And some users took matters into their own hands, recording covers themselves.
“I just thought, ‘Well, I’m a singer. I might as well just do my own acapella version,’” Vicky Ntamag, 25, a musician and dancer, says. She began uploading her covers to TikTok after the dispute, starting with a cover of Nicki Minaj’s “FTCU” and responding to a few requests in her comments. Her cover of ATEEZ’s “Crazy Form” was used over 200 times and her acapella version of RIIZE’s “Talk Saxy” was used in upwards of 2,770 videos. RIIZE even posted a video dancing to Ntamag’s cover that now has a million likes.
At the time Ntamag posted the cover, the original song was still available on TikTok (RIIZE is signed to RCA which is under Sony Music Entertainment) but it has since been taken down as the song falls under Universal Publishing. RIIZE posted a video using Ntamag’s cover with the text “don’t worry everyone… we still have this sound!”
Some of these covers are gaining real traction – and attention from bigger artists. Mikael Arellano’s cover of Taylor Swift’s “Bejeweled” got 1.5 million likes, with OneRepublic commenting, “Can you help us too..” Arellano then posted a video singing the band’s “Counting Stars,” and OneRepublic used the audio in two videos uploaded to its account. Conan Gray, who recently told Rolling Stone, “I think there’s going to be a lot of interesting acapella covers happening from UMG artists until this is settled,” sang over a clip of his own music video.
“The TikTok community is really strong,” Ntamag says. “And we help each other with the songs. That’s why I’m taking the requests, because some of them want to use them for their edits, or there’s certain songs that were taken off that I’m going to make an acapella [version] for, just to help my fellow TikTokers.”
The communal aspect drives TikTok. Building upon a previous joke is how memes function and audio sharing is integral to that. Participating in and even viewing trends forms the shared experience of being on TikTok, and certain sounds define eras of the app – even if those sounds happen to be TV show themes and ringtones to capture the beginning of February. Soon after the dispute, TikTok seemed to shift away from some of the more creative options towards just using the music that was still available on the app, although covers and royalty-free tracks remain popular.
“We were all a little bummed when we saw that the music was taken off,” says Ntamag. “But I feel like it’s also an opportunity that we can use to share who we are and how funny we are and what kind of music we make and how creative we can be.”
As the showdown continues between Universal Music Group (UMG) and TikTok after the world’s biggest record company pulled content by its artists and songwriters from the video-hosting social media site, it seems as though the ban has created a window of opportunity for independent music acts.
A look at the upper echelon of Billboard‘s TikTok Top 50 chart shows that most of the top 20 entries on the chart are independent recordings, including Dasha’s breakthrough “Austin,” Mitski’s “My Love Mine All Mine,” Djo (a.k.a. actor/musician Joe Keery)’s “End of Beginning,” and even Bobby Caldwell’s 1979 song “What You Won’t Do For Love.” Prior to UMG’s TikTok ban, independent artists, music from independent artists already made up a significant portion of the TikTok 50 chart, which debuted in September 2023, but without UMG artists’ or songwriters’ works on the platform — which by Billboard‘s recent estimates affects more than 60% of the most popular songs in the United States — the pathway to success seems more clear than ever.
However, top independent music executives have a message for artists in the sector: “Not so fast.”
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As UMG’s ban drags on, independent music executives are advising artists to look at the bigger picture — and also to use this as an opportunity to look at what rights they do and don’t control.
“I truly hope we don’t do what we so often do in the music industry, which is say, ‘Oh, this is an opportunity for me to get a bit of an advantage,’ and then take the advantage, but ultimately damage the ecosystem,” says Richard James Burgess, president/CEO of the American Association of Independent Music (A2IM). “I think we are sort of at a critically bad state, in terms of the amount of money that’s being paid through [to artists]. That works out fine if you’re an aggregator, distributor or label, and you’ve got enough copyrights. But it’s extremely difficult for the artist to generate enough copyrights to make a living from if someone’s not a household name.”
Burgess continues, “TikTok is an extremely bad actor in terms of the types of deals they do and the structure of their deals. It’s almost like trying to play the lottery — if you get a viral TikTok, it can have an impact on your sales, but how much money does TikTok make from us trying to get that sort of viral spike? They should be paying for the use of music and they’re effectively not paying. I think Universal did a great thing here, and my membership, my board, supports that position.” (A rep for TikTok has declined to comment for this story).
In a 2022 Billboard story, one executive from an independent label noted that artists on his roster earned approximately $150 from TikTok from around 100,000 videos that were made with their music. Meanwhile, in the same report, a marketer who spearheaded a campaign for a music single that was used in approximately half a million TikTok videos noted that his artist earned less than $5,000 from TikTok, though views rose into the billions.
While there are opportunities for increasing numbers of independent artists to gain greater traction on TikTok during the platform’s impasse with UMG, “it’s important for artists to use the opportunity to focus on their own art instead of chasing trending sounds or being the one-millionth person to cover a hit song,” says Jody Whelan of independent record label Oh Boy Records, which was founded in 1981 by the late singer-songwriter John Prine and which now represents music from Prine, Kelsey Waldon and Arlo McKinley, among others. “If you’re lucky enough to go viral on TikTok, you want folks to stick around to hear what you have to say.”
For many contemporary acts, TikTok is a key component of their marketing plans, with labels and managers urging artists to create content in hopes of driving listeners to streaming platforms. A 2023 report, commissioned by TikTok and facilitated by Luminate, noted that 62% of U.S. TikTok users pay for a music streaming service, compared to 43% of all consumers.“TikTok user engagement metrics are strongly associated with streaming volumes,” in the United States, the report stated. “In other words, higher TikTok engagement — whether that’s likes, views or shares — corresponds with elevated streaming volumes.” The report also noted that TikTok users are more engaged with other areas of music-related consumption, claiming that in the United States, 45% of TikTok users purchased music-related merch over a year-long span, compared with 35% of overall music listeners, while 38% of TikTok users attended a live music event during the year, compared to 33% of overall music listeners.
Even with stats like these, Whelan says the TikTok/UMG battle should serve as a cautionary tale to realize how even so-called independent artists can get caught in the ban’s web because of an affiliation with UMG or UMPG. “This should also serve as a reminder to the independent community: You can’t rely on someone else’s platform to reach your audience,” Whelan says. “This month it’s UMG, next month it could be your distributor. The algorithms and priorities of social media companies and the streamers continuously shift. You have to be able to control the means in which you communicate directly with your audience, whether that’s by email or by text (we also still send out postcards to our fans!).”
Stem CEO Milana Lewis agrees, seeing the situation as a “great moment to highlight the difference between independence and autonomy. Artists believe they’re independent when they do a deal with the independent distribution arm of a major label because their deal terms might be more flexible. In reality, they still have very little control over their rights, and this is a great example of how a big corporation is deciding on their behalf whether or not their music is available on a platform and whether or not they are willing to trade off earnings for exposure.”
Independent artists should be taking this time to examine their relationships with all social media and make sure they are taking full advantage of each platform despite TikTok’s current dominance, says Seth Faber, Stem’s general manager of music distribution and payments. “Time will tell if Universal’s maneuver will lead to a meaningful redistribution of the viral pie. In the meantime, artists should continue to lean into the full landscape of snackable content,” Faber says. “The power of Instagram’s Reels, Spotify’s Clips and YouTube’s Shorts aren’t to be ignored. Diversify those content portfolios.”
For Burgess, UMG vs. TikTok is a repeat of an age-old battle pitting the industry against artists, with artists often coming out on the short end of the stick. “[TikTok] plays this promotional exposure-discovery game. How many times do we get sucked into that?” Burgess asks. “Radio hasn’t paid [artists] for recorded music. MTV didn’t pay. We keep making the same mistakes. Good thing is that Universal is big enough, and especially with the publishing and everything, the tendrils from that go far and wide.”
Burgess further likens the UMG-TikTok battle with the ongoing battle with secondary ticket markets, saying that most of the money is not making its way to artists. “That is the essence of the problem,” he says. “It would be good if people did the right thing here and stood together to get a better deal for everybody.”
Former Treasury Secretary Steven Mnuchin said Thursday that he will put together an investor group to buy TikTok after the House passed a bill that would ban the popular video app in the U.S. if its China-based owner does not sell its stake.
During an interview on CNBC’s “Squawk Box,” Mnuchin, who served under President Donald Trump, said he had spoken “to a bunch of people” about creating an investor group that would purchase the popular social media company. He offered no details about who may be in the group or about TikTok’s possible valuation.
“This should be owned by U.S. businesses,” Mnuchin said. “There’s no way that the Chinese would ever let a U.S. company own something like this in China.”
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TikTok did not immediately respond to a request for comment.
The House bill, passed by a vote of 352-65, now goes to the Senate, where its prospects are unclear. Lawmakers in the Senate have indicated that the measure will undergo a thorough review. If it passes in the Senate, President Joe Biden has said he will sign it.
House lawmakers acted on concerns that TikTok’s current ownership structure is a national security threat. Lawmakers from both parties and administration officials have voiced concerns that TikTok’s parent company, ByteDance, could be compelled by Chinese authorities to hand over data on American users, spread pro-Beijing propaganda or suppress topics unfavorable to the Chinese government.
TikTok, for its part, has long denied that it could be used as a tool of Chinese authorities. The company insists it has never shared U.S. user data with the Chinese government and will not do so if asked. To date, the U.S. government also has not provided evidence that shows TikTok shared such information with authorities in China.
The White House had no immediate reaction Thursday to Mnuchin’s potential bid for TikTok.
“We’re still focused on continuing to work, providing some technical support and assistance to Congress, as this bill, which just passed the House, moves on to the Senate,” White House national security spokesman John Kirby said when asked about whether the Mnuchin consortium could assuage the administration’s national security concerns about TikTok.
“There is an ongoing legislative process for that. We obviously want to see the Senate take it up swiftly and we’re focused on making sure we’re providing them the context and information we believe is important so that this bill can actually do and address the national security concerns that we have with respect to TikTok.”
The fight over the platform takes place as U.S.-China relations have shifted into strategic rivalry, especially in areas such as advanced technology and data security, seen as essential to each country’s economic prowess and national security.
If passed and signed into law, the House bill would give ByteDance 180 days to sell the platform to a buyer that satisfies the U.S. government. It would also require the company to give up control of the TikTok algorithm that feeds users videos based off their preferences.
In addition to Mnuchin, some other investors, including “Shark Tank” star Kevin O’Leary, have voiced interest in buying TikTok’s U.S. business. But experts have said it could be challenging for ByteDance to sell the platform to a buyer who could afford it in a few months.
Big tech companies are best positioned to make such a purchase, but they would likely face intense scrutiny from antitrust regulators, which Mnuchin emphasized.
“I don’t think this should be controlled by any of the big U.S. tech companies. I think there could be antitrust issues on that,” he said during the interview. “This should be something that’s independent so we have a real competitor. And users love it, so it shouldn’t be shut down.”
He also said the app would need to be rebuilt in the U.S. with new technology.
In many ways, social media companies have become battlegrounds for partisan disagreements about how to control disinformation while protecting free speech. Mnuchin’s effort to buy TikTok comes as Trump and his allies have long complained about what they see as social media muzzling conservative voices.
Trump himself has voiced opposition to the House bill, saying that a ban on TikTok would help its rival, Facebook, which he continues to lambast over his 2020 election loss. Some other Republicans who oppose the bill say the U.S. should simply tell Americans about the security concerns with TikTok, but let them decide if they want to use the platform.
Meanwhile, some Democrats have expressed concern about singling out one company when other social media platforms also collect vast amounts of data on users. Opponents of the bill also say it would disrupt the lives of content creators who rely on the platform for income and run afoul of the First Amendment, which protects free speech.
This isn’t the first time a TikTok sale has been in play.
When Mnuchin was Treasury secretary, the Trump administration brokered a deal in 2020 that would have had U.S. corporations Oracle and Walmart take a large stake in TikTok on national security grounds.
The deal would have also made Oracle responsible for hosting all TikTok’s U.S. user data and securing computer systems to ensure national security requirements are satisfied. Microsoft also made a failed bid for TikTok that its CEO, Satya Nadella, later described as the “strangest thing” he had ever worked on.
Instead of congressional action, the 2020 arrangement was in response to a series of executive actions by Trump targeting TikTok.
But the sale never went through for a number of reasons. Trump’s executive orders got held up in court as the 2020 presidential election loomed. China also imposed stricter export controls on its technology providers.
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Source: Anna Moneymaker / Getty / TikTok
Content creators might want to start working on their Instagram Reels skills after the GOP-controlled House of Representatives passed a bill that could end TikTok’s run in the United States.
In a rare act of bipartisanship, the House agreed on a measure calling for TikTok’s owner, the Chinese-owned company ByteDance, to divest the TikTok app or risk a US ban.
The bill passed with an eye-opening 352-65 vote and one member voting present, but it still faces uncertainty when it reaches the Senate.
Per CNBC:
The legislation, dubbed the Protecting Americans from Foreign Adversary Controlled Applications Act, was introduced March 5 by Reps. Mike Gallagher, R-Wis., and Raja Krishnamoorthi, D-Ill., of the House Select Committee on the Chinese Communist Party. Two days later, House members on the Energy and CommerceCommittee voted unanimously to approve the bill, which refers to TikTok as a threat to national security because it is controlled by a foreign adversary.
The bill now heads to the Senate where it faces an uncertain future as senators appear divided about the legislation, and other federal and state-led efforts to ban TikTok have stalled.
TikTok Repsonds To The Bill Passing The Senate
As expected, the folks at TikTok were not happy about the developments.
“This process was secret, and the bill was jammed through for one reason: it’s a ban,” a spokesperson for TikTok said after the vote was passed. “We are hopeful that the Senate will consider the facts, listen to their constituents, and realize the impact on the economy, 7 million small businesses, and the 170 million Americans who use our service.”
President Joe Biden has already expressed that he will sign the bill if it reaches his desk. Ironically, President Biden has an official TikTok account that his administration created in February as part of his re-election campaign.
White House press secretary Karine Jean-Pierre said the administration would provide “technical support” in crafting the bill and noted in a March 6 briefing, “It’s on legal standing, and it’s in a place where it can get out of Congress, then the President would sign it.”
The House claims the bill “does not ban TikTok” and demands ByteDance to divest from TikTok within 6 months” “to remain available in the United States.”
If the bill passes its final hurdle and gets Biden’s signature, Apple, Google, and other internet-hosting companies can no longer support TikTok or any other ByteDance apps.
Donald Trump Thinks He’s Slick
While most lawmakers agree that TikTok threatens the country’s national security, Republican presidential nominee Donald Trump feels otherwise.
In an interview with CNBC, he claims that getting rid of TikTok would only make Facebook and Instagram’s owner Meta more powerful.
“Without TikTok, you can make Facebook bigger, and I consider Facebook to be an enemy of the people,” Trump claims.
His comments are hypocritical because, in 2020, he signed an executive order banning TikTok and WeChat “transactions” and eventually giving his approval of a $10 billion and $30 billion acquisition involving Microsoft that eventually fell through.
The Biden Administration would revoke his executive orders.
Content Creators Are BIG MAD
Content Creators are BIG MAD about the ruling and were present at Capitol Hill to let lawmakers know that this ban will affect their livelihoods.
Social media is also reacting to the news, and can’t believe the only thing lawmakers can agree on is that allowing a company possibly owned by the Chinese communist party company access to your data is bad, while other pressing issues like the minimum wage, “border crisis,” inflation, which is cooling, but still high in some areas due to various reasons, health care remains unsolved.
Remember that the GOP controls the House of Representatives and decides what bills come to the floor.
Just saying.
Anyway, TikTok has even reached out to its followers in anticipation of the bill passing the House.
We shall see if the Senate agrees with the House on the matter; there is no guarantee that this will happen.
You can see more reactions to TikTok’s possible banning below.
2. Howling
3. Fair question. But lets direct this question to the Republicans in the House who think thoughts and prayers are effective gun control measures.
4. They can always bring the content to Instagram Reels
5. Damn, we are doomed.
6. The TikTok debate has been going on since 2020. So we can’t say this accurate.
7. We’re not opposed to Trump being banned.
8. He is singing a different tune, so maybe they already did.
The House on Wednesday passed a bill that would lead to a nationwide ban of the popular video app TikTok if its China-based owner doesn’t sell, as lawmakers acted on concerns that the company’s current ownership structure is a national security threat.
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The bill, passed by a vote of 352-65, now goes to the Senate, where its prospects are unclear.
TikTok, which has more than 150 million American users, is a wholly owned subsidiary of Chinese technology firm ByteDance Ltd.
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The lawmakers contend that ByteDance is beholden to the Chinese government, which could demand access to the data of TikTok’s consumers in the U.S. any time it wants. The worry stems from a set of Chinese national security laws that compel organizations to assist with intelligence gathering.
“We have given TikTok a clear choice,” said Rep. Cathy McMorris Rodgers, R-Wash. “Separate from your parent company ByteDance, which is beholden to the CCP (the Chinese Communist Party), and remain operational in the United States, or side with the CCP and face the consequences. The choice is TikTok’s.
House passage of the bill is only the first step. The Senate would also need to pass the measure for it to become law, and lawmakers in that chamber indicated it would undergo a thorough review. Senate Majority Leader Chuck Schumer, D-N.Y., said he’ll have to consult with relevant committee chairs to determine the bill’s path.
President Joe Biden has said if Congress passes the measure, he will sign it.
The House vote is poised to open a new front in the long-running feud between lawmakers and the tech industry. Members of Congress have long been critical of tech platforms and their expansive influence, often clashing with executives over industry practices. But by targeting TikTok, lawmakers are singling out a platform popular with millions of people, many of whom skew younger, just months before an election.
Opposition to the bill was also bipartisan. Some Republicans said the U.S. should warn consumers if there are data privacy and propaganda concerns, while some Democrats voiced concerns about the impact a ban would have on its millions of users in the U.S., many of which are entrepreneurs and business owners.
“The answer to authoritarianism is not more authoritarianism,” said Rep. Tom McClintock, R-Calif. “The answer to CCP-style propaganda is not CCP-style oppression. Let us slow down before we blunder down this very steep and slippery slope.”
Ahead of the House vote, a top national security official in the Biden administration held a closed-door briefing Tuesday with lawmakers to discuss TikTok and the national security implications. Lawmakers are balancing those security concerns against a desire not to limit free speech online.
“What we’ve tried to do here is be very thoughtful and deliberate about the need to force a divestiture of TikTok without granting any authority to the executive branch to regulate content or go after any American company,” said Rep. Mike Gallagher, the bill’s author, as he emerged from the briefing.
TikTok has long denied that it could be used as a tool of the Chinese government. The company has said it has never shared U.S. user data with Chinese authorities and won’t do so if it is asked. To date, the U.S. government also has not provided any evidence that shows TikTok shared such information with Chinese authorities. The platform has about 170 million users in the U.S.
The security briefing seemed to change few minds, instead solidifying the views of both sides.
“We have a national security obligation to prevent America’s most strategic adversary from being so involved in our lives,” said Rep. Nick LaLota, R-N.Y.
But Rep. Robert Garcia, D-Calif., said no information has been shared with him that convinces him TikTok is a national security threat. “My opinion, leaving that briefing, has not changed at all,” he said.
“This idea that we’re going to ban, essentially, entrepreneurs, small business owners, the main way how young people actually communicate with each other is to me insane,” Garcia said.
“Not a single thing that we heard in today’s classified briefing was unique to TikTok. It was things that happen on every single social media platform,” said Rep. Sara Jacobs, D-Calif.
Republican leaders have moved quickly to bring up the bill after its introduction last week. A House committee approved the legislation unanimously, on a 50-vote, even after their offices were inundated with calls from TikTok users demanding they drop the effort. Some offices even shut off their phones because of the onslaught.
Lawmakers in both parties are anxious to confront China on a range of issues. The House formed a special committee to focus on China-related issues. And Schumer directed committee chairs to begin working with Republicans on a bipartisan China competition bill.
Senators are expressing an openness to the bill but suggested they don’t want to rush ahead.
“It is not for me a redeeming quality that you’re moving very fast in technology because the history shows you make a lot of mistakes,” said Sen. Ron Wyden, D-Ore.
In pushing ahead with the legislation, House Republicans are also creating rare daylight between themselves and former President Donald Trump as he seeks another term in the White House.
Trump has voiced opposition to the effort. He said Monday that he still believes TikTok poses a national security risk but is opposed to banning the hugely popular app because doing so would help its rival, Facebook, which he continues to lambast over his 2020 election loss.
As president, Trump attempted to ban TikTok through an executive order that called “the spread in the United States of mobile applications developed and owned by companies in the People’s Republic of China (China)” a threat to “the national security, foreign policy and economy of the United States.” The courts, however, blocked the action after TikTok sued, arguing such actions would violate free speech and due process rights.