What the Potential TikTok Shutdown Means for Musicians 

TikTok has undoubtedly become a cultural phenomenon. The short-form video sharing app has provided an open forum where authenticity and creativity thrive, enabling users and artists to make genuine connections with communities while amplifying their voices to global audiences. Yet, with the app potentially facing shut down in the United States, it’s shaking the music industry up, as artists who have thrived on the platform brace for an uncertain digital future.

Since the COVID-19 era, TikTok has been a vital tool for most musicians. It’s been a launchpad of sorts for aspiring artists and an essential promotional vehicle for established names. The app has redefined how audiences discover music, essentially reshaping old-school marketing strategies and supporting the framework of the modern music industry.

Consider artists rise-to-fame like Ice Spice, for example. Her breakout success in 2023 was fueled by TikTok’s huge reach. Viral moments on the app catapulted her brand into the mainstream ecosystem, connecting her with audiences across the globe. This level of exposure, once dependent on record labels or traditional media, has become synonymous with Tiktok’s influence.

As the looming shutdown approaches, digital marketing companies have reported a frantic scramble among artists to preserve their content. Many are downloading and archiving old videos and safeguarding the creative work that helped define their careers. 

For the music scene, however, the potential loss of TikTok raises important questions: What new marketing strategies will be adapted? Also, what platforms could fill the void? Could this lead to a resurgence of YouTube or SoundCloud as dominant spaces for music discovery?

Youtube Shorts and Instagram Reels are two features that were seemingly created in TikTok’s image, but neither have yet to achieve comparable prominence. However, now they may be positioned to gain some traction. 

Jahan Karimaghayi, Co-Founder of the marketing firm Benchmob, advises his clients to consider refreshing their promotion strategies. “If people migrate to YouTube Shorts, there’s an opportunity for artists to connect even more music,” he explains.

The Tiktok ban serves as a reminder of the shifting dynamics in the music industry.
“Social media is what drives music and culture today, and that trickles down to streaming, when it used to be the opposite,” Karimaghayi notes. 

While Tiktok will remain central to music marketing strategies outside US borders, its absence domestically could temporarily shift power back to traditional players in the industry. Labels, radio, and established streaming platforms may regain influence during the transitional period. 

Ultimately, the music industry is no stranger to adapting and evolving consumption habits and new media. As artists and marketers navigate this transition, they may uncover new ways to connect and redefine the future of music promotion.