O TikTok has already been recognized as a potential network for launching and popularizing music. Many of the hits that are successful on streaming platforms have dances or viral trends on TikTok. No wonder, at the beginning of the year, the video platform announced the launch of its own music marketing and distribution platform called SoundOn. However, the social network now sees its name linked to a controversy involving major artists in the music industry. According to reports, record companies are requiring artists to produce videos to make their music viral on the platform. 2r591t
The controversy began after the singer Halsey publish, on their social networks, a video in which they vent about a situation they have been facing with their record company for the release of a new song. Titled “I'm tired” (“I'm tired”, in free translation into Portuguese), the video posted by the artist reveals a battle she has been waging with those who should her career. In it, she says that she has recorded music, but that “the record company won't let it be released”.
Everything is marketing. And they're basically doing that with every artist these days. I just want to release music, man. And I deserve more. I am tired.
Halsey
"I've been in this industry for eight years and I've sold over 165 million records, and my record company is saying I can't release [the song] unless they can create a viral moment on TikTok.", the rant continues. The subject went viral on social networks last weekend, being one of the most commented on social networks such as Twitter. Fans of the singer speculate that the song in the background of the video is supposedly the one having trouble getting released. Halsey, who is currently signed to the Astralwerks/Capitol label, ultimately went viral by complaining about the label, as the artist's video has accumulated over eight million views to date.
More Artists Speak Out About Virals on TikTok 30q4n
Apparently, it is not only the American singer and songwriter who has been experiencing problems with her record company. besides her, Ed Sheeran, Charli XCX e Florence were some of the artists who expressed their indignation with the record companies' request for videos to be made to make their songs viral on the TikTok.
Ed Sheeran, in turn, also posted a video on his social media as a form of protest. In it, the singer put his music in the background, a message and appeared eating a cookie in the video. "When you're supposed to be advertising your release but all you want is a cookie and you decide eating a cookie could be the promotion of this song because everyone loves cookies", mocked.
the english musician Florence also manifested itself through its profiles on the internet. In a video, where she appears visibly despondent singing lo-fi, she says that the record company started asking her to produce this content for TikTok. "Please help me", wrote in the caption.
Swedish singer Zara Larsson also spoke about the topic, who recently made an ironic comment on Twitter after a fan club announced that the artist had published “three new TikToks”. She shared the tweet saying that she knew her "businessman is somewhere celebrating with champagne”.
After the subject dominated social networks, Brazilian artists also took a stand on the subject. Singer Manu Gavassi endorsed the American's complaint and complemented it by writing only a "Sad". Other names, such as singer Izzy La Reina, agreed with her.
Record label took a stand after controversy 6p2k2s
A spokesperson for the Astralwerks/Capitol label responded to the allegations yesterday morning. In a statement sent to Variety, he says that “the belief in Halsey as a unique and important artist is total and unshakable. We can't wait for the world to hear her brilliant new music from her”, indicating that, soon, Halsey will have her beloved song being released on major streaming platforms
On social media, fans were divided over Halsey's allegations. Many believe that record companies should not interfere so much in the production of artists for social networks and give more freedom in recording new music. On the other hand, other people believe that singers should do their job of producing content without complaint, as it must be one of the contractual clauses, and they even say they are amused by the record companies' requests for viral videos.
There were also those who believed that all this was just a marketing strategy for the release of the artist's single. However, she vehemently denied that the accusations were just to draw attention to her music, but rather to a "much bigger problem" within the music industry.
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Another singer who found herself in the midst of a controversy recently was the Brazilian Anitta. According to data from international websites, Fans of the artist would have circumvented Spotify's algorithm to obtain record.
