Indie Musicians Thrive on TikTok After Universal Music Group Pulls Music: It’s Their Time to Shine

An Opportunity for Indie Artists

When Universal Music Group (UMG) made the decision to remove its artists' songs from TikTok on February 1, it created an unexpected opportunity for independent musicians. While countless videos on the platform suddenly went muted, independent artists realized that this could be their moment to shine.

UMG's Influence on TikTok

UMG is a massive music label that represents some of the world's best-selling artists, including Taylor Swift, The Weeknd, and Bad Bunny. These artists have consistently topped the charts and have had their music prominently featured on TikTok.

However, on February 1, UMG pulled its music from TikTok, citing a list of grievances against the platform. The label accused TikTok of underpaying artists compared to other social media platforms and claimed that the platform was flooded with AI-generated recordings.

As a result of UMG's decision, any TikTok video that used UMG-licensed music has been muted.

Indie Artists Seize the Opportunity

With UMG's music no longer on TikTok, many independent artists are taking advantage of the situation to maximize their exposure. They are using hashtags such as #indieartist and #umg in combination on their TikTok posts, celebrating their newfound visibility on the platform.

Emily Zeck, an indie country musician with 2.5 million TikTok followers, expressed her excitement in a recent video caption, stating, "It's our time to shine, baby."

Shane Niemi, an independent singer and songwriter known for his viral song "Maybe My Soulmate Died," reacted to the UMG ban by posting a video of his music on TikTok on February 2. He encouraged TikTok users to use his tracks since UMG had pulled their favorite songs from the platform.

Ktlyn, an independent rap artist with 2.4 million TikTok followers and 1.5 million monthly Spotify listeners, also took advantage of the situation. She posted a video of herself dancing to her rap song "Big Mad" and wrote, "When UMG removes all their music from TikTok but you're an independent artist and now you might actually have a chance."

Rebecca Rea, an indie pop artist based in Dallas Fort Worth, used TikTok as a platform to share a song she had written about the situation. The lyrics of the song highlighted the struggles faced by smaller artists compared to those signed with major labels.

Lilith Max, an independent folk and pop artist from Houston, gained significant engagement after posting a video about the UMG situation and advocating for indie artists. She reported a surge in views and followers, attributing it to her call for the rise of indie artists.

Max believes that UMG's removal from TikTok has prompted users to seek fresh music for their videos, providing an opportunity for indie artists to fill that gap.

While some people have expressed concerns that the ban also affects small artists signed with UMG, many see it as a time to support struggling artists who are competing against major labels. Comments on Max's videos reflect this sentiment, with users expressing their happiness in discovering underrated artists.

Overall, the absence of UMG's music on TikTok has created a unique opportunity for independent musicians to gain exposure and recognition on the platform. As users search for fresh music alternatives, indie artists are stepping up and capturing the attention of a wider audience.

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By: sgoel@insider.com (Shubhangi Goel)
Title: Indie Musicians Thrive on TikTok After Universal Music Group Pulls Music: It’s Their Time to Shine
Sourced From: www.businessinsider.com/tiktok-vs-umg-music-ban-indie-music-discovery-popular-songs-2024-2
Published Date: Tue, 06 Feb 2024 08:41:36 +0000