TikTok is little question respiratory a sigh of aid that it is managed to arrange a brand new copyright cope with UMG simply in time for the discharge of Billie Eilish’s newest album.
As a result of apparently, it’s eager to make use of Hilsa’s recognition, specifically, to drive extra engagement on the app.
The platform at present introduced a brand new “Fan Highlight” for artists, modeled after Hilsa, which is able to give musicians extra methods to have interaction with followers on the app, serving to them maximize their attain.
As defined by TikTok:
“Fan Highlight is a brand new artist-first characteristic that permits artists to showcase their favourite fan movies on their Music tab. An artist chooses to show as much as 5 of their favourite fan movies without delay by ‘pinning’ them to the highest of their Music tab as a ‘Fan Highlight’ If a video is chosen as a ‘Fan Highlight’, the creator will obtain a notification. The video will then be pinned to the highest of the artist’s music tab for as much as 7 days, after which the artist can select to pin new fan movies.
In what could be a good way to create extra engagement with music followers on the app, customers are in a position to get recognition from their favourite artists, submit tribute movies and assist unfold the phrase about their releases.
This creates a big promotion cycle, including extra incentive for fan movies, that are then amplified by artists, which conjures up extra content material all through the app. And with TikTok now enjoying a key function in music discovery, this may very well be a powerful attraction for extra musicians to deal with TikTok.
To do that, nonetheless, TikTok additionally must have a license to make use of their music, which, for a number of months, has not been attainable for a lot of as a result of dispute between TikTok and UMG. Billie Eilish is a UMG artist, as is taylor swift, Amongst many others, and each TikTok and UMG misplaced all of this promotional potential when their disagreements dragged on.
However now, music could be performed on the app once more, which implies extra artists will have the ability to use this feature to advertise their music and generate extra engagement with followers on the app.
I imply, not less than till TikTok is banned within the US, however that is a complete different factor.
