TikTok’s newest characteristic for musicians is a shiny video collection


TikTok is introducing a brand new method for musicians on the platform to advertise their music — this time by means of a video collection.

The collection, referred to as “Off the File,” is produced by TikTok and options musical artists like Shakira, Charli XCX, and Meghan Trainor. The brief clips are just like collection like Track Exploder or The New York Instances’Diary of a Song,” the place artists speak about their inspiration behind songs, the writing and recording course of, and extra. The movies — a few of which have already gone dwell — are shared by artists over the course of June.

TikTok additionally introduced a hub on the app the place Off the File movies dwell. Customers can discover the web page by looking for #OfftheRecord.

“Off the File is a part of TikTok’s continued efforts to help artists in any respect factors of their journey and deepen the connection between artists and followers, which is simply potential on TikTok,” the corporate wrote in a weblog publish.

TikTok has so completely reshaped the music trade that there’s even a Billboard chart monitoring the preferred songs on the platform. The platform has created new stars, reignited the careers of established musicians, and birthed a subgenre of music that feels engineered to go viral on the platform.

However the music trade’s relationship with TikTok has been rocky at instances. Like with different streaming platforms, together with Spotify, artists and labels have stated that compensation is insufficient for the artists that make the music soundtracking billions of TikTok movies. Within the age of highly effective synthetic intelligence instruments, deepfake voices resembling famous musicians have flooded on-line platforms, and in lots of {cases}, artists don’t have management over their AI doubles. On TikTok, the friction reached a boiling level in February, when Common Music Group — which represents artists like Taylor Swift and Drake — began taking down its catalog as licensing negotiations with TikTok stalled. The 2 events reached a new deal in May, saying “defending human creativity” was a shared purpose.

In latest months, TikTok has launched options which might be extra clearly promotional for musicians. A set of themed photograph frames and “challenges” that rolled out for the release of Swift’s newest album, for instance, got here within the midst of UMG and TikTok’s combat, and Swift’s music returned to the platform earlier than an official deal had been introduced. The brand new TikTok-branded interview collection is an extension of this: one other advertising and marketing alternative for 2 codependent industries.

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