Tik Tok’s Next Venture to Compete with Spotify and Apple Music
By Movieguide® Contributor
TikTok is a social media platform that allows users to create, share and discover short-form videos. The app can help people discover new music, but Tik Tok doesn’t plan to stop there.
Relevant Magazine reported, “The company is currently conducting a beta test for users in Australia, Singapore and Mexico, granting them access to a variety of songs from major record labels such as Warner Music Group, which recently struck a new licensing deal. While Universal Music Group and Sony Music already have deals with TikTok, this move signifies the app’s ambition to compete with established music streaming giants like Spotify and Apple Music.”
Tik Tok announced the deal with Warner Music Group and said, “The deal will expand the level of partnership, collaboration, and innovation between the two companies. It will create new revenue, marketing, and insights opportunities for WMG’s artists and songwriters, while deepening the engagement with TikTok’s huge audience of passionate music fans.”
Robert Kyncl, CEO of Warner Music Group stated, “We are happy and excited for our next chapter together with TikTok. Through this expanded and significantly improved partnership for both companies, we can jointly deliver greater value to WMG’s artists and songwriters and TikTok’s users.”
Shou Chew, CEO of TikTok, expressed, “We are very excited to partner with Warner Music Group to create a shared vision for the future in which artists, songwriters, music fans and the industry can all benefit from the power of discovery on TikTok platforms.”
Tik Tok was developed by the Chinese company ByteDance and was launched in September 2016. Since its release, TikTok has become a global sensation, attracting millions of users from various age groups around the world.
One of the key reasons for TikTok’s immense popularity is its algorithm-driven “For You” page. This page displays a personalized feed of videos based on users’ interactions and preferences, allowing them to discover content from creators they may not follow directly. This algorithmic approach has contributed to the rapid growth of many TikTok creators and viral content.
Despite its popularity, TikTok has faced some controversies. Concerns have been raised over data privacy and security, as the Chinese ownership of the platform led to questions about user data handling. In response, TikTok has taken measures to address these concerns and has expanded its transparency and data protection efforts.
Movieguide® previously reported:
According to Variety, “The scale of how TikTok is shaking up entertainment is apparent when looking at where consumers rank it against other formats. Around half of those aged between 15 and 29 ranked it as one of their top 3 most entertaining sources, with a quarter of 30-44s doing so. The need for media planners and creators to adapt and include TikTok-centric contentin their strategies is clear, as to not forego access to audiences.”
This could be welcome news for Christians who want to use the platform to share the message of hope and salvation of Jesus Christ, especially through music.
Artists like Katy Nichole rose to fame through Tik Tok with her song “God of Possible (I Speak the Name of Jesus).”
When she initially shared a snippet of the song, she remembers praying, “Maybe somebody does need to hear these words, so if it’s just one person, God, that’s OK. If that’s the only person that You need to reach, that’s totally fine by me. I just want you to know, God, that I want Your will to be done in all of this.”
Within hours, her video was trending, picking up momentum unlike anything she’d posted before.
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