TikTok has become a powerful platform for professionals in the music industry.
One need look no further than the Billboard 100 or Spotify Viral 50 to see the app's impact on popular music in the past year.
Songs that have been outside the mainstream for decades can reemerge as TikTok trends, as was the case with Matthew Wilder's "Break My Stride" and Fleetwood Mac's "Dreams." In other instances, marketers or artists deliberately try to make songs take off by tapping into existing TikTok trends or adapting tracks for TikTok's short-video format and hiring creators to promote them.
Artists, record labels, and music distributors have teams dedicated to engaging with the app. And TikTok itself has a full division focused on music operations, music partnerships and artist relationships, and business development.
Please join Insider's media reporter Dan Whateley and execs from TikTok, Universal Music Group, and UnitedMasters for a conversation about TikTok's role in the music industry, and how social media is slated to make an even bigger impact on popular culture in 2021.
Meet our panelists:
Corey Sheridan is head of music partnerships and content operations at TikTok U.S.
Kristen Bender, SVP of digital strategy and business development at Universal Music Group.
Dave Melhado is head of marketing at UnitedMasters
Topics to be discussed include:
- The strategies that artists and record labels use to engage with fans and promote tracks on TikTok.
- How up-and-coming artists use TikTok to build an audience and eventually distribute their music off-platform.
- What music artists need to know about being a content creator on social media.
- How digital concerts on TikTok will impact the way consumers and performers think about live events.