How TikTok Is Changing Marketing in the Music Industry and Beyond
Complaints from recording artists about promotional demands are as old as the music industry itself, and they have often played out in public feuds. But these recent grievances aren’t targeted at the labels themselves. They are direct appeals to fans. And while they describe highly specific scenarios, they also evoke an experience familiar to just about anyone with a presence on social media, where aspects of the experience of fame have been formalized and made available to everyone.
All of which is to say: Being told how to market yourself isn’t just a celebrity problem anymore. It’s a basic condition of being online.
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