From Halsey to Ed Sheeran, the hottest pop stars of this current generation are speaking out against their labels.
The social media platform TikTok has changed from a simple vessel for jokes and skits into a legitimate promotion tool for the music industry. Several hit songs such as ‘Savage’ by Megan Thee Stallion and ‘Say So’ by Doja Cat got their initial push through the smash-hit app. The formula is simple but proving extremely effective. Traditional radio relies on slow repetition, but a user can scroll through hundreds of TikTok’s a day. Combine that with the way the videos automatically repeat themselves, and you’ve got a recipe for an earworm.
The success of TikTok apparently hasn’t gone unnoticed by record labels. Celebrities are beginning to make their own verified accounts. Even top A-listers like Beyonce and Rihanna have official pages. On paper, this sounds perfect as a way to promo music and interact with fans. However, some singers are starting to express their discontent with the app.
A unique problem for today’s pop divas
A post on Twitter went semi-viral earlier this week. featuring four singers openly admitting to being forced to make TikToks by their label. The post featured Halsey, Charli XCX, Fka Twigs, and Florence the Machine all expressing annoyance with this marketing strategy. “my record company is saying that i can’t release it [a song] unless they can fake a viral moment on tiktok” Halsey’s post reads.
https://twitter.com/alluregaga2/status/1528456671311196160?s=21&t=2i_l_3W8ngX0eATLlhOxqw
The tweet, currently sitting at over 300,000 likes, has garnered a large amount of concern from music listeners. Many Twitter users took note of the constant use of the app to push songs by labels. Notably, newer artists like Jack Harlow and Yeat oftentimes have to fight the label of “TikTok rapper” due to the role of the app in their notoriety.
While TikTok can be used positively to lead users to new music, it can also lead to a manufactured, inorganic feeling between artists and the public when used the wrong way. It’s certainly an interesting debate for both consumers and creators to think about. “but actually. it’s a problem” musician Claire De Lune explained. “the # of times i’ve heard my actual music get lumped in w “content” on a call…# of times i’ve heard making “more content” in hopes of “going viral” suggested as a strategy…makes me wanna move to the woods &learn how to make gourmet jam or some shit”.
Take a look at the discourse below.
https://twitter.com/diornowhere/status/1528459481256022017?s=21&t=iHfUbFDESCKt-PCTSYuH-g
interesting topic I have always had hot takes on, if you want your music to reach a mass market… and it feels like torture to do the social media aspect, is it true you can’t have one without the other? Or is it possible the celebrity aspect of music career is unsustainable? https://t.co/m7wAbctEek
— ᵏᵗⁿ (@killthenoise) May 23, 2022
took yall this long to find out? tiktok ruined music https://t.co/ay5RTHZ6u1
— jona (@imanumusic) May 23, 2022
but actually. it’s a problem. the # of times i’ve heard my actual music get lumped in w “content” on a call…# of times i’ve heard making “more content” in hopes of “going viral” suggested as a strategy…makes me wanna move to the woods &learn how to make gourmet jam or some shit https://t.co/KibrczkQ9f
— claire de lune (@ClaireMPLS) May 23, 2022
I don’t enjoy the pressure. it feels like ‘some people’ are convinced the only way a song can do well now is if it goes viral on tik tok and I think that’s sad
I know so many artists agree with me https://t.co/xriaZGjGD6
— ALISON WONDERLAND (@awonderland) May 23, 2022
Just another TikTok scheme?
Several accounts simply scoffed at these complaints, citing them as yet another marketing strategy. The power struggle between an artist and their label is an all too common occurrence. It’s not too far-fetched that these celebs may be having some conflict with the higher-ups. However, some factors do admittedly raise eyebrows. Firstly, the timing of all the posts in such rapid succession. Secondly, the use of TikTok to critique the app itself is a strange choice when other platforms like Twitter and Instagram are available.
“I feel like “the label is making me” thing is also just a format that artists trying to go viral use” tech journalist Taylor Lorenz tweeted.
https://twitter.com/taylorlorenz/status/1528786678428577792?s=21&t=iHfUbFDESCKt-PCTSYuH-g
https://twitter.com/xluvfairyx/status/1528838258708385796?s=21&t=iHfUbFDESCKt-PCTSYuH-g
forgive me but do y’all not see that all of these “ugh labels r forcing me to be on tiktok or they won’t support ;(“ are communicated to you through… tiktoks. that you then blow up to support the artist that’s going through Such Unfair Treatment? 😶 https://t.co/TwMoiiGD4K
— 🐻❄️⁷ (@userbfIy) May 23, 2022
https://twitter.com/_shamgod/status/1528746850689462273?s=21&t=iHfUbFDESCKt-PCTSYuH-g
At this time neither Capitol Records, Atlantic Records, nor Republic Records have made any comment on their artist’s claims. Whatever the case may be with the validity of their protest, singers and rappers should have the freedom to promote the way they see fit. With the rise of TikTok still extending to the present day, it’s vital to remember that the music, not the promo, is always most important.
Also, Follow FMHipHop on Instagram and Facebook!
Dreema Carrington|IG: @dr3amgirl79|Twitter: @notdreema