Record Labels Dig Their Own Grave. And the Shovel is Called TikTok.

Glaringly, the prominent artists complaining about record labels demanding TikToks tend to be Millennials who love a good music video—or at least seem to appreciate the power of cultivating distance from their listeners.

"When we look at what happened with streaming, the artists who adopted early and understood how to leverage the streaming platforms in terms of cadence of release, number of releases a year, and how to market those releases through social, sped past artists who were coming from the iTunes download world.We saw a totally streaming native star come o... See more

Ek: “It used to be before that if you were a musician, you just put out music. But almost every successful creator now is omni- talented and omni-channel. That means that they are on YouTube putting up videos. They are on Instagram. They are perhaps putting together brands and putting it on Shopify, but they're also putting out music and merchandis... See more