Tiktok Faces Deadline for US Operations
On Saturday (April 5), Tiktok Company is under pressure to sell its US operations or risk a ban in the United States. However, this will not deter Tiktok from striving to become a significant player in the global music scene.
Introduction of Tiktok for Artists
The latest efforts include the soft launch of Tiktok for artists. This new service provides artists with analytical tools to track how their music performs on the platform and engage with their fans. It also allows artists to promote their music more effectively.
As first reported by Musical Ally, Tiktok for artists has been in beta testing for a select group of artists for a while. Now, it is expanding to five markets: Australia, Indonesia, Japan, New Zealand, and South Korea. MBW understands that more markets will soon gain access to this service.
Tiktok for artists resembles similar “for artists” services on music streaming platforms like Spotify and SoundCloud, both of which offer analytical and marketing tools. Unlike SoundCloud, Tiktok’s service will be free to use.
Additionally, Tiktok’s platform will feature campaigns for artists who have new releases on Apple Music or Spotify, helping promote upcoming albums or EPs.
To utilize Tiktok for artists, users must have a verified artist account. A registered page is available even outside the five initial markets where the service has launched.
As Tiktok emerged as a primary platform for music discovery, it has taken steps to integrate its presence in the music industry into its business model. For instance, it launched a music distribution service called Saudon.
Not all of Tiktok’s ventures in music have thrived. Last year, it discontinued Tiktok Music, its own streaming service once available in several countries, including Australia, Brazil, and Indonesia.
The rollout of Tiktok for artists coincides with ongoing discussions surrounding the company’s future in the US, particularly the impending deadline for the BYTEDANCE parent company to either sell Tiktok’s operations in the US or face a ban due to a bill passed with bipartisan support and signed by Joe Biden last year.
Former President Donald Trump had previously postponed the deadline from its original date of January 19, suggesting that he believed the sale of Tiktok in the US would progress. However, he also indicated a willingness to delay or enforce a ban if necessary.
Reports suggest that several well-capitalized investors, including the tech company Oracle and the Ai consortium—which includes Blaxtone and recently Amazon—have expressed interest in acquiring Tiktok’s US operations.
Recently, discussions between potential buyers and White House representatives led by Vice President JD Wance and Trump security adviser Mike Waltz have emerged. However, little information is available regarding whether BYTEDANCE is prepared to sell and at what price.
