Tik Tok. Is it a case of get on board or get forgotten? For a lot of musicians and artists starting out at the moment, and even those more established, this question seems to be a leading source of burdensome anxiety at the moment.
Gone are the days where one could simply get by on the quality of a good song, in the current climate it’s arguable that a starting out Nirvana couldn’t get on the radio with “Smells Like Teen Spirit” without the thousands of followers necessary to prove their worth. Today it seems the music industry is operating in an almost exclusively algorithmic market that relies more on numbers and statistics to provide proof of an artists potential than it does the traditional ‘gut feeling’ of a cigar toting A&R. Junior scouts now struggle to convince their bosses on a hunch, they need the backing of thousands of thirsty comments on the artists latest well lit bedroom post to gain approval. In many ways it makes complete sense, why risk your job signing someone with no following when you could sign an Instagram model who already has millions of fans in place? It’s a no brainer right? Increasingly the answer seems to be yes, and it’s getting a lot of artists both undiscovered and established in quite the tizz.
Take Halsey for example, you may consider the 27 year old New Jersey singer a house hold name, and you wouldn’t be wrong, she’s sold over 165 million records and streamed over 6 billion times in the US alone, but that doesn’t make her immune to Tik Tok’s sting. In a recent post captioned “I’m tired” she explained how her record label were barring the release of a new song she loved unless they could “fake a viral moment on Tik Tok”. The result? Ironically, 8.8 million views, on Tik Tok.
@halseyI’m tired♬ original sound – Halsey
She’s not the only one, other notably hacked off heavyweights include FKA Twigs, Charlie XCX, Florence Welch, and Rebecca Lucy Taylor AKA Self Esteem, all of whom went to their respective social media outlets to vent their frustration. It’s an interesting conundrum, as Taylor keenly points out “Why are labels so desperate to apply the same techniques to every artist, treating them as social media commodities to sell or personalities to market, rather than talented musicians with their own unique creations, fanbases and brands?”. It seems the ability to remain somewhat mysterious and aloof is largely lost in the ‘share all’ culture that’s emerging, with artists that leaned on their mystique heavily like Florence + the Machine feeling the pinch.
Where this is all going to end up and how damaging or transformative it’s going to be for the industry I don’t know, I’m only allowed 500 words, but one thing’s for sure, it’s certainly stirring up a lot of drama on both sides of the fence.
