Many artists, especially Amapiano artists, at recording labels like Universal Music are possibly facing new challenges amid changes in the popular platform TikTok in the ever-evolving landscape of music promotion. In response to TikTok’s removal of Universal Music Publishing Group (UMPG) songs due to the absence of a licensing agreement, UMPG issued a statement highlighting the ongoing negotiations centered on fair compensation, concerns about artificial intelligence (AI), and platform safety.
UMPG expressed solidarity with songwriters and artists affected by the disruption, emphasizing their commitment to supporting partners who value the creative contributions of musicians. The statement underscored the importance of fair compensation for songwriters, protection from the potential adverse effects of AI, and ensuring online safety for TikTok users. UMPG’s stance reflects their dedication to advocating for the rights and fair treatment of their songwriters, emphasizing the significance of these negotiations for the sustained future value, safety, and health of the entire music ecosystem.
However, by embracing a blend of traditional and modern promotional strategies, affected artists can navigate these shifts and continue to reach their audience effectively.
1. Custom TikTok Sounds:
Crafting custom sounds (a section from the song that’s being promoted) tailored for TikTok serves as a modern twist on the traditional radio airplay strategy. By creating catchy audio snippets designed for user-generated content, artists can harness the viral potential of TikTok to amplify their music’s reach and engagement.
2. Diversify Your Presence:
Beyond TikTok, artists should explore other social media platforms such as Instagram, Twitter, Facebook, and YouTube. These platforms offer diverse avenues for engagement and promotion, mirroring the multifaceted approach used in the pre-social media era.
2. Engaging Content Creation:
Creating compelling content that provides behind-the-scenes insights, live performances, and interactive experiences for fans is crucial. This approach mirrors the traditional promotion strategy of engaging with audiences and should be inclusive of radio interviews, television appearances, and appearances in the social spaces – even when not performing.
3. Collaboration is Key:
Just as artists would collaborate with fellow artists or participate in joint promotional events in the pre-social media era, artists can team up with influencers, content creators, and brands to expand their reach and introduce their music to new audiences.
5. Blend Traditional and Modern Promotion:
While digital platforms are essential, artists can complement their online efforts with traditional promotion methods such as radio airplay, press coverage, and live performances. This hybrid approach maximizes visibility and engagement across both digital and traditional media channels.
6. Cultivate Your Brand Identity:
Building a strong brand identity resonates with the traditional emphasis on creating a distinct artistic persona and visual aesthetic. Consistency in branding across social media platforms and promotional materials helps artists stand out and connect with their audience authentically – see example of this interview a write-up about ScHoolboy Q’s Blue Lips promo website.
7. Utilize Other Platforms:
Leveraging platforms like SoundCloud, Bandcamp, or personal websites echo the pre-social media reliance on physical record stores for music distribution. These platforms serve as digital hubs for sharing music, connecting with fans, and offering exclusive content, similar to in-store appearances and signings.
By blending modern digital strategies with timeless promotion methods, artists can adapt to the changing landscape of music promotion while staying true to the principles that have guided artists for decades. While TikTok’s changes may pose challenges, embracing a diverse and holistic approach to music promotion ensures artists can continue to engage with fans and thrive in an ever-evolving industry.
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