The article examines TikTok's profound impact on the music industry, highlighting how the platform has enabled artists like Molchat Doma, Nessa Barrett, and LOLO to achieve recognition and success. It discusses how TikTok has replaced traditional A&R roles in music discovery. However, the potential ban on TikTok poses a significant challenge, asking how artists will adapt their strategies and how fans will continue to engage with music outside digital spaces. The article underscores TikTok's role in shaping contemporary music trends and artist promotion while hinting at the uncertainty that lies ahead without it.
Molchat Doma's success highlights TikTok's influence, enabling a Belarusian band to achieve global recognition through viral trends and the platform's unique reach.
Nessa Barrett's evolution showcases how TikTok can propel artists into mainstream consciousness, allowing exploration of deeper themes in her music after initial fame.
LOLO exemplifies the platform's power, flipping song covers to gain a following, demonstrating how TikTok reshapes traditional music discovery and artist promotion.
The potential TikTok ban poses significant risks to the music industry, forcing artists to rethink how they connect and engage with their audience.
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