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TikTok has dramatically changed music discovery and marketing — a reliance the looming US ban on the popular app has underscored as the music world braces for an unknown future.
That the short-form video-sharing app might shut down in the United States starting Sunday has fostered a sense of “marketing apocalypse” across the industry, says Tatiana Cirisano, a music industry analyst at MIDiA Research.
For years TikTok has been an integral tool for most musicians, a jump-off point for artists looking to break out and an essential promotional platform for established musicians.
In an increasingly fragmented musical landscape, Cirisano says “Tik …