, Columnist
Music Labels Are Spending a Bit Too Much Time on TikTok
The short video app is a great vehicle for promoting new songs, but pressuring performers to prove their selling power on social media will likely backfire.
Artists like Halsey are pushing back against labels’ TikTok expectations.
Photographer: Frazer Harrison/Getty Images
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TikTok is known for creating trends. A new one has popped up recently. It isn’t a viral dance or challenge, though.
A number of popular artists, including Halsey and Trevor Daniel, have been complaining that their record labels are withholding releases until the artists’ songs go viral on TikTok.