![]() ![]() A&R and Label Services Lead, North America.Sample job ad text: “Work with key partners in business, legal, copyright and royalties to help shape the services for artists and labels.” Required: 5+ years of music industry experience. Global Music Distribution Operating Lead. ![]() If you haven’t yet registered how seriously TikTok is taking the development of its own music repertoire sources, check out these two job titles that are currently live ByteDance’s careers site: The distro service, which launched in the UK, US, Brazil and Indonesia in March 2022, was rolled out in Australia this past week, curiously arriving in the territory at the same time that the company started limiting access to major label music for some users. TikTok has already established its own independent distribution and marketing service, SoundOn, will ensure a steady flow of music to the platform. TikTok’s entrance into the artist services space via SoundOn That preparation has largely taken the form of two strategic moves: (i) TikTok’s entrance into the artist services space via SoundOn and (ii) TikTok/ByteDance’s investment in AI music-making. Here’s the really interesting thing about such a plausible outcome: ByteDance might well have preparing for a worst-case scenario like this, where some (or all) major label content disappears from its TikTok video platform. And when TikTok’s billion-plus users inevitably find ways to upload major label content to TikTok, the service is hit with a blizzard of copyright takedown notices from their one-time friends in music-land. Imagine the latter happens, and, as a result, TikTok refuses to pay more or ink revenue-share deals with the majors.Īll of the record companies’ catalogs eventually get pulled from the platform. TikTok proves, at least in the short-term, that it doesn’t need major label content to run a successful platform. (b) User engagement stays the same, or even grows during the test phase. ![]() TikTok discovers that it needs this ‘premium’ music to keep its user base happy and engaged.
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