Halsey and the pressure of the record companies to the artists to be viral in TikTok

American singer Halsey expressed her frustrations with her label in a video for TikTok last May 22. The artist claimed that her label is preventing her from releasing a song that she loves for marketing reasons. “Basically, I have a song that I love that I want to release as soon as possible, but my record label won’t let me.”he claimed.

“I’ve been in this industry for eight years and have sold over 165 million records and my record company says I can’t release [la canción] unless they can fake a viral moment on TikTok.”

Halsey joins other artists who have complained about the pressure to go viral on TikTok, such as Charli XCX, FKA Twigs, or Florence Welch. Adele also spoke out about her label asking her to use TikTok to promote her latest album. “If everyone is making music for TikTok, who makes music for people like me?”

Some believe that the complaints about the pressure of TikTok are part of the strategy to gain visibility. Ironically, Halsey’s video reached 8 million views in less than a day.

“This is such a fake conversation because the artists it affects the most are not the artists posting about it,” wrote author Shamira Ibrahim, adding that “a viral moment can easily be faked by tags on TikTok.” They’re doing it right now, with these posts.”

Real strategy or not, the truth is that TikTok has revolutionized the music industry and artists like Lil Nas X or Doja Cat have benefited from the platform, as well as projects from several decades ago, as happened in the Fleetwood Mac case in 2020, among many other examples.

“(TikTok) has changed music listening from being a one-way relationship where a song comes out and you listen to it on your own, to something you participate in,” says Tatiana Cirisano, a music industry analyst, quoted by NPR .

Whereas in the 80s and 90s it was the record labels that determined who had a chance, today the algorithms of the networks and the people who create content have a great influence. Record labels have lost some of the control they had over what made it to the music charts.so it is logical that now they want to control the virality on TikTok.

While TikTok isn’t the first music-related social network (remember MySpace?) it’s forcing emerging artists to be more and more creative in pursuit of success, and that can create a lot of pressure“It can be frustrating, like anything, if you work really hard day and night, but you don’t necessarily see the results that you’ve seen in other people,” says Jay Lewn, freelance artist, quoted by BBC .

Throughout history, musicians have endured various pressures to achieve success: before it was selling records, and today it is a fact that being viral on TikTok is the goal to be achieved in the music industry. Only time will determine who succeeds and who will sacrifice their art for a few thousand views.

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Halsey and the pressure of the record companies to the artists to be viral in TikTok

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