What's next for TikTok music industry revolution? Lil Nas X type cases have powered the app
With a billion users, China's TikTok app has rapidly become one of the most important players in the music industry, and now has its sights set on revolutionising the way artists are discovered and get paid. Success stories such as Lil Nas X -- whose "Old Town Road" became effectively the biggest-selling US single of all time after going viral on TikTok -- have demonstrated the power of the short-form video app. Major labels, which initially freaked out over TikTokers using their music without a licence, quickly realised they needed to get on board. "When a disruptive tech platform appears, understandably the rights-holders get uncomfortable," TikTok's head of music Ole Obermann told AFP.
He was brought in from Warner Music in December 2019 to thrash out deals with the labels. "Obviously we had to pay out substantial amounts of money. The good news is we're totally licenced now and we're talking to them every day about new things that haven't been done before."
Meanwhile, TikTok has continued to create viral sensations that are reshaping the musical landscape.
Sometimes, it's old songs given a new lease of life, such as recent crazes for Fleetwood Mac's "Dreams" or Boney M's "Rasputin".
But often it's new or independent artists, who no longer need the backing of record labels to find a massive audience.
"It's hard to overstate how much this is changing everything," said Tom Rosenthal, a London-based musician whose songs have been used on 1.6 million TikTok videos.
"Major labels are kinda crapping their pants because the traditional systems of marketing no longer apply. (TikTok) is a great leveller. You can do it on your own," he said.
Some artists are becoming huge without even knowing about the app.
That was the case with
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