The bass should drop, however the place it lands is more and more unsure as TikTok hangs within the stability, leaving digital music creators to navigate a social media panorama in flux.
ByteDance’s TikTok app grew to become accessible to US customers once more on Sunday afternoon after a quick outage, which occurred as a federal legislation got here into impact banning the platform until the Chinese language-owned firm divests from it.
President Donald Trump then signed an govt order on Monday that precludes his Lawyer Normal from imposing the legislation for 75 days, affording his administration “an opportunity to determine the appropriate course forward in an orderly way that protects national security while avoiding an abrupt shutdown” of TikTok.
Nonetheless, the way forward for the platform that turned tracks like Kenya Grace’s “Strangers” into in a single day sensations stays precarious. TikTok’s algorithmic increase helped catapult numerous digital artists into the mainstream, however that very same dependence on short-form content material has left many weak to the app’s unsure future—and adapting to a life with out it.
From the grim “dancefloors” of pandemic metaverse raves to the mind-boggling Vegas Sphere, digital music artists have all the time tailored to new areas, however the potential ban has accelerated a diaspora of expertise throughout platforms.
Mike Lisanti, founding father of the LA-based artist administration company MLennial, believes Instagram Reels and YouTube Shorts are the simplest fallback choices if TikTok’s ban is enacted—though he believes it isn’t going anyplace.
“If a permanent ban were to happen, the amount of American jobs it would wipe within the US TikTok offices alone would be staggering to say the least,” stated Lisanti, who stewards the careers of Crankdat, BARELY ALIVE, Kompany and different influential digital music producers. “Could its great algorithm go away if it gets bought? Maybe, but I do think focusing on Instagram Reels and YouTube Shorts will be the main way to supplement TikTok’s place in the market, as I don’t think any of these random Chinese TikTok replacement apps will be the answer.”
“If TikTok actually does get banned, I believe it’s the ultimate lesson for all creators to not put their eggs in one basket,” he continues. “I think that people need to prep for the worst—as always—and make sure that anything they are promoting on TikTok is repurposed for Instagram Reels (or as a first slide on a carousel), as well as YouTube Shorts, even if you have to deploy a plan to retroactively roll items out with style.”
The viral potential of that algorithm supplied a tempting shortcut to recognition in an more and more crowded area. However as TikTok’s future hangs within the stability, many are discovering that the painstaking path of community-building is extra sustainable in the long term.
“The most important thing for an artist to focus on is to do everything in their power to build an organic and authentic connection with their fans,” Lisanti provides. “The first second people notice a lack of authenticity, the trust is gone and it’s over. The fans are smart and guess what: they’re always right.”
Will Runzel, founding father of the digital music administration powerhouse Prodigy Artists, factors to SMS advertising and marketing as an important technique for fostering that real communication with followers.
“Artists should focus on building direct-to-consumer platforms that suit their needs. There are plenty of modernized options available for this,” says Runzel, who manages NGHTMRE and SLANDER, amongst different superstars. “In addition, SMS capture and communication remain crucial. It’s a reliable way to stay connected with fans, and it’s a strategy that’s unlikely to lose relevance anytime soon.”
If TikTok does in the end discover stable floor within the US, it might face a reckoning because the music trade’s most egregious diffuser of content material tradition, which frequently corrodes the creativity and psychological well being of artists. Contemplating the prevalent criticism of the platform for selling a “content factory” mentality, Runzel believes a shift in mindset is essential to avoiding burnout.
“Don’t approach it as ‘constant content creation.’ Instead, think about crafting visual art pieces to represent each track,” he explains. “Shift the mindset from ‘What content am I posting today?’ to ‘What visuals best express this music?'”
“And most importantly, prioritize your well-being,” Runzel provides. “Sleep well, stay hydrated and make time for yourself. Balance is everything.”
But when historical past tells us something, it is that the digital dance music neighborhood thrives on each resilience and reinvention. Look no additional than ¥ØU$UK€ ¥UK1MAT$U, the Japanese DJ whose pulse-pounding Boiler Room set is at present going viral almost a decade after he deserted his building job because of a malignant mind tumor.
As we dive into 2025, Lisanti’s message for producers is evident: adaptability is vital.
“Unfortunately I mainly see the backlash coming from artists and industry folks that are unwilling to adapt,” he says. “The fans dictate who they want to support and see. Whether TikTok goes or not, artists are still on the hook for music-based short-form content on Instagram at the very least—whether it’s live or at home.”
“We live in a world where it’s not about needing to be the strongest or the ‘coolest’ to survive, but the most adaptable businesses are the ones that tend to last longest.”
