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Beyoncé’s TikTok takeover proves the platform’s power


Teletubby
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Teletubby

“Texas Hold ‘Em,” has blanketed TikTok in recent days: Around 74k users had made videos incorporating the sound on February 18; this more-than-tripled over the course of a week, pushing the total number of clips using the sound past 224k on February 25. “Texas Hold ‘Em” climbed from #2 to #1 on the latest Hot 100.

“The virality of this Beyoncé record shows you the power of the platform,” says Nima Nasseri, a former vp of A&R strategy for Universal Music Group.

The TikTok takeover of “Texas Hold ‘Em” carries extra weight because it feels like a potent reminder of the platform’s impact at a time when the music industry is eager to look for alternatives.

Licensing negotiations between Universal Music Group and TikTok fell apart at the beginning of the year, which means that no official sounds from UMG artists have been available on the platform during February.  It’s possible that more music will come down from TikTok at the end of February — not just tracks by UMG’s artists, but also any songs that include contributions from Universal Music Publishing Group’s songwriters.

Although recent history is littered with songs that exploded on TikTok and saw a correlated jump on streaming services, it’s always been much harder to find comparable examples associated with Instagram's Reels or YouTube's Shorts. You can get 100k uses of a sound on Reels, and that won’t impact plays on streaming services. When it comes to Shorts, you don’t see creates grow at the same rate on YouTube Shorts as they do on TikTok.
https://www.billboard.com/business/streaming/beyonce-tiktok-sawyer-hill-instagram-reels-1235614791/

i'm just a baby and @Juanlittlem is my ❀*·ꕤ. ☁️eternal enemy🌩️。˚❀
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Anduin

 Universal music and Tik Tok better fix their sheet together before LG7!

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Teletubby

it got removed from TikTok

 

i'm just a baby and @Juanlittlem is my ❀*·ꕤ. ☁️eternal enemy🌩️。˚❀
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Ziggy
2 hours ago, Teletubby said:

it got removed from TikTok

 

Give her a week and she’ll sit them down lmao she ain’t doing 2 back to back eras for disputes she isn’t a part of ti mess things up hahaha

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