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Apr 29 • 12 tweets • 8 min read
🎶 In 2020, @MileyCyrus released "Midnight Sky," and her team turned to a new set of tastemakers — #TikTok #influencers as insiders who should get early access to hear the track.

Since then, the music industry has doubled down on TikTok.

Here's why. 👇

businessinsider.com/how-tiktok-cre…
In partnership with @tiktok_us , it held two listening sessions over Zoom with around 15 creators, sharing snippets of Cyrus' unreleased songs and discussing different ways that the influencers could incorporate "Midnight Sky" into trends.

businessinsider.com/how-tiktok-cre…
Traditionally, song releases involve a pastiche of music journalists, DJs, and fans selected by an artist to preview a new single.

Now, record labels and artists are hosting TikTok livestream concerts, doing Q&As with its creators and teasing snippets.

businessinsider.com/how-tiktok-cre… A photo of Miley Cyrus with...
🎧 Because of the nature of the audio-focused platform, TikTok creators (regardless of the type of videos they post), are often a hybrid of fan and music curator.

businessinsider.com/how-tiktok-cre…
🔊 While no single marketing tactic is guaranteed to break through on an app with over 1 billion monthly users, hosting a listening session with creators can help an artist's marketing team understand what might cut through the noise.

businessinsider.com/how-tiktok-cre…
Nicki Minaj also debuted her single "Bussin" in a creator-artist meet-up via @Zoom in February in front of hundreds of creators as part of a TikTok Black History month event.

businessinsider.com/how-tiktok-cre…
While Denver McQuaid, a visual effects TikToker and others enjoyed the music in the event, it drew backlash among some Black creators who told @BuzzFeedNews they felt excluded.

businessinsider.com/how-tiktok-cre… "There wasn't a lot of...
The Minaj event also highlighted a new power dynamic between artist and listener.

She was the artist, and held the spotlight.

But at one point, McQuaid said she asked creators in the stream for tips on what she could do with her own TikTok account.

businessinsider.com/how-tiktok-cre…
Ari Elkins, a TikTok music curator with about 1.8 million followers, hosts weekly one-on-one listening sessions with artists on @instagram Live on a recent song or album release.

Sessions have involved @iamlaurenmusic, @BigGigantic and @cleanbandit.

businessinsider.com/how-tiktok-cre…
😉 TikTok listening streams are still largely experimental, but can function as both a thank you to the TikTok community at large, and as a wink for users to post their content featuring a new song.

businessinsider.com/how-tiktok-cre…
A TikTok spokesperson told @thisisinsider that the company has hosted various formats of online listening events with artists for fans.

This includes @thegreatkhalid , @lizzo, @ddlovato and @daddy_yankee.

businessinsider.com/how-tiktok-cre… "With so many people t...
💡 With artists and their teams finding new ways to reach their audience, the future of listening sessions and artist meet-ups via apps like TikTok is bright.

Read more below and follow @InternetInsider to stay updated on the latest trends!

businessinsider.com/how-tiktok-cre…

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