As the U.S. edges closer to a potential ban on TikTok, the music industry is grappling with what some are calling a “marketing apocalypse.” The short-form video app, integral to music discovery and promotion, has become a linchpin for artists seeking to break out or sustain relevance.
Tatiana Cirisano, a music industry analyst at MIDiA Research, emphasized TikTok’s unique role in a fragmented music landscape: “It served as a lightning rod where popularity could coalesce into a hit, creating mainstream cultural moments.”
The looming shutdown has prompted a frantic rush among artists to archive their TikTok content, fearing what digital marketing expert Cassie Petrey calls the “worst-case scenario.” Petrey, founder of Crowd Surf, lamented the potential loss: “We’ve helped a lot of talent build great audiences. It is unfortunate.”
Life Without TikTok
If TikTok disappears, the question of which platform might fill its void dominates industry discussions. YouTube Shorts and Instagram Reels—both modeled after TikTok—are the closest competitors but lack its cultural impact, Cirisano noted.
“Instagram feels more like an art gallery for followers, while TikTok was about creating for a broader audience,” said Jahan Karimaghayi, co-founder of marketing firm Benchmob.
Sarah Flanagan, an influencer marketing expert, pointed out that TikTok’s viral sound-driven discovery gave it a unique advantage. “That’s why it worked so well for music,” she explained.
YouTube, widely used as a music streaming platform, may emerge as a strong contender. “If people migrate to Shorts, there’s a real opportunity for artists to connect even more music,” Flanagan added. Meanwhile, apps like China’s RedNote have surged in popularity, though experts see this as a short-term trend.
Relief and Pressure
While a TikTok ban could upend music marketing, some artists might welcome relief from the relentless pressure to create viral content. “I think there’s definitely artists who will breathe a sigh of relief,” Cirisano said.
The rise of short-form video has shifted the burden of content creation onto artists themselves, Flanagan explained. “Nobody was telling them what to do and how to look cool. Suddenly, they had to create their own format.”
Still, the demand for engaging content won’t disappear. “Very few artists these days can release music and do very little,” said Karimaghayi.
Global Implications
Outside the U.S., TikTok will likely remain central to music marketing. Global markets like Latin America and Africa, already booming, could gain further influence. However, for artists aiming to break into the U.S.—the world’s largest music market—losing TikTok poses a significant challenge.
“Tiktok was a crucial bridge between global regions,” Cirisano said. Without it, traditional industry power players could regain influence, Flanagan noted, though she acknowledged that change could spur creativity.
Ultimately, the music industry has weathered seismic shifts before. “We’ve always been at the forefront of technology,” Karimaghayi said. “There will be a bumpy road, but people are still going to use the internet.
