"We will be closing TikTok Music at the end of November in order to focus on our goal of furthering TikTok's role in driving even greater music listening and value on music streaming services, for the benefit of artists, songwriters and the industry," said Ole Obermann. This statement encapsulates TikTok's shift in strategy towards enhancing its main app's functionality as a music discovery platform, rather than directly competing in the streaming space.
The decision to get into the crowded streaming business made sense for TikTok, even if it was ambitious. The company had spent years establishing itself as an important platform for music discovery, with viral songs frequently charting on major music rankings.
TikTok built a song-distribution tool called SoundOn, partnered with SiriusXM on a radio station, hosted its own live music concert, and worked closely with major artists on song and album promotions, showcasing its commitment to evolving its music-related offerings alongside the streaming app.
ByteDance's earlier venture, Resso, which operated in markets like India and Brazil, paved the way for the idea behind TikTok Music, yet ultimately, the experiment did not capture sufficient market share or user engagement to justify its continued existence.
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