TikTok has created an entertainment consumption dynamic where creators and influencers have gained power
A big, big, big reporting about how TikTok is changing not only the way music is made but also by deconstructing power relations.
The article is long (and in English), but it’s worth reading. It shows you how TikTok works; that it has become a platform where young people discover new things; the power of its algorithm; and how teenagers create fast songs in hopes they’ll go viral.
And there is a point that speaks volumes about how the relationship between songwriters, labels, musicians and creators is changing:
“Jacob Pace was 19 when, in 2017, he took over Flighthouse, a Musical.ly profile he helped turn into a short video studio for TikTok. In the beginning, he told me, record labels and publishers wanted him to Flighthouse paid a fee to use copyrighted music, as is standard practice in TV and movies. But Pace couldn’t believe it. ‘They wanted us to pay for the use of their music!’ he exclaimed to me recently, still incredulous at the age of 24.”
That is: in this guy’s mind, why should an influencer who is going to release a song to millions of people and make this song known be forced to pay for it?
More than YouTube, Spotify, or any other platform, TikTok has created an entertainment consumption dynamic where creators and influencers have had the power to turn unknown songs into hits.
A well-known example of this dynamic (and which illustrates the awe of the aforementioned executive) is Old Town Road, the song that conquered TikTok in 2019 and made Lil Nas X a global pop star – and which will win, at Lollapalooza SP 2023 , a space similar to those of Billie Eilish and Drake.
The person responsible for making Old Town Road go viral on TikTok is a young man named Michael Pelchat. Pelchat told Rolling Stone, “He (Lil Nas X) was like, ‘Thank you man for changing my life, here’s $500.
Thiago Ney makes theMargin
weekly digital culture and entertainment newsletter.🇧🇷
The best content in your email for free. Choose your favorite Terra newsletter. Click here!
Source: Terra
Camila Luna is a writer at Gossipify, where she covers the latest movies and television series. With a passion for all things entertainment, Camila brings her unique perspective to her writing and offers readers an inside look at the industry. Camila is a graduate from the University of California, Los Angeles (UCLA) with a degree in English and is also a avid movie watcher.
