Songs From Many Of Your Favorite Artists Will Soon Be Unavailable As TikTok Sounds

TikTok has undeniably changed the music industry. Songs are blowing up because of quick soundbites and gaining momentum a speed rarely seen before the platform. And artists, record labels, and other entities have had no choice but to adjust and cater to it. But now one major record label is taking a stand. It's a ballsy stand, but Universal Music Group who is home to massive artists including Taylor Swift looks to be removing artist's music from the social media platform.

Universal has gone even farther-accusing the social media app of bullying the label. They are now saying that the company will no longer license content to TikTok. The main reason for this is due to issues including artist compensation and recently AI. UMG says that TikTok has tried to rope UMG into a deal that is worth less than its previous pact. The current deal expires on January 31st. This means today could very well be the last day you'll see some of your favorite songs available as sounds. Of course, like any major dispute things can change, and one side often does give in to the deal. We saw it at the beginning of football season locally with Spectrum and ESPN.

In an open letter penned by UMG they state their three main concerns are "appropriate compensation for our artists and songwriters, protecting human artists from the harmful effects of AI, and online safety for TikTok’s users." As much as I do enjoy using the TikTok platform I am in full support of Universal for taking this stand. Artists and songwriters deserve to be paid. While I don't want to feed into it we witnessed the horrible effects of AI this weekend on X. If you don't know what I'm talking about, well be glad you don't.

“The companies have not agreed to terms for a new agreement, and upon expiration of the current agreement, Universal Music Group, including Universal Music Publishing Group, will cease licensing content to TikTok and TikTok Music services,” the company said. As to be expected TikTok responded with a statement of its own trying to place the blame on Universal. “It is sad and disappointing that Universal Music Group has put their own greed above the interests of their artists and songwriters. Despite Universal’s false narrative and rhetoric, the fact is they have chosen to walk away from the powerful support of a platform with well over a billion users that serves as a free promotional and discovery vehicle for their talent. TikTok has been able to reach ‘artist-first’ agreements with every other label and publisher. Clearly, Universal’s self-serving actions are not in the best interests of artists, songwriters, and fans.”

Yes, TikTok can be viewed as "free advertising" and a great way to get your music out there. But TikTok acting like they don't benefit immensely from having the music on the platform? In my opinion, it's not a good look. So don't go looking for songs from artists like Taylor Swift, Bad Bunny, The Weeknd, and Drake tomorrow on TikTok. It won't be there for you to find.

When Instagram was newer than it is today I remember following bloggers and lifestyle accounts just to see people's outfits. Similar to the way Pinterest worked. I'd see what people were wearing and emulate it if it was something I liked. This was the very organic beginnings of the influence culture that has taken over the world these days. I often joke that if I had a dream job it would be to just unbox packages on TikTok all day. Because I'll admit I love to shop and "add to cart".Even more recently I used to love watching those "unboxings" or "hauls". I've bought countless things that I didn't really "need" from Amazon storefronts. Or jumped or trends that didn't last long, or perhaps I wasn't the target demographic. Bama Rush got me bad, especially the first year it blew up. Perhaps it's the older I've gotten (though I see people of all ages clapping back) but these days especially influencer culture comes across as extremely tone deaf.

But this idea of influencer culture being tone-deaf has been something I've noticed for a while now. There are a few reasons why I feel this way which I'll go into further detail about. But it was this weekend after an influence who I am admitted not a fan of at all posted an incessant PR haul that garnered a LOT of negative feedback. In my opinion, this was well deserved. And the reaction offered the confirmation bias I was seeking. That this trend, this culture has to stop. People see through it and genuinely do not like the image and lifestyle being portrayed. This is only exacerbated by the rising cost of everything under the sun (except my salary).

So what are the main things showcased by influence culture that is tone deaf? I'm SO glad you asked.

I don't want to give this creator any more views so I'm choosing to link a stitched video. That shows you the absolute insanity that is PR packages as well the reaction that everyone (not just me) is having to it. Brands send PR packages in hopes that influencers will integrate the products into their content and daily routine. In a perfect world this would be very organic. (though on another note the FCC needs to catch up to this trend because technically anything they get for free should be disclosed- but that's another story).

But in doing so influencers are sent outrageous amounts of products. Product that they most likely won't use. That they can afford to buy for themselves. And can we talk about all that wasted packaging as well? I'm willing to bet if major brands took a chance, and sent "PR" to everyday people they'd talk about it more. They'd tell their friends. They'd use to products. And they'd appreciate it. They wouldn't let it sit for two months ( in a pile of more stuff than most of us purchase in a year) and toss it around like it's nothing.

It pays the bills. I get it. It pays for the entire "lifestyle". And I'm extremely envious of the amount of money these people make. And they make it for honestly doing a lot less than most of us out there. Yes they film and edit videos. But it's of them doing fun things. It's of them shopping, trying the newest restaurants, going on lavish vacations, etc. But there are two things that a lot of these influencers forget or just don't know.

First when they first gained their following this wasn't their main source of income. There was something relatable about them that resonated with people. Perhaps it was being in college. Or being a stay-at-home mom. Or offering content that showcased balancing life with a job. But when they start to gain enough followers they can quit that job. And those same people can't relate anymore. What made them come off as approachable is gone.

Not only this, but one of my biggest pet peeves (though admittedly this whole thing is a pet peeve of mine) is when they have the audacity to complain. To complain about how busy they are. Or how tired. When the majority of your fanbase (that sounds cringy but I don't know what else to call it) works or goes to school and they see people complaining that they are so busy without working 8 hours a day. It's a slap in the face. One that I've seen many many people comment on.

This one kind of combines the other two points that I made. In this economy, people don't want to see others actively flaunting a lavish lifestyle when they are struggling to make ends meet. Not only that but the constant hauls whether purchased or PR promote mass consumption of products most people just don't need. I hope that we are beginning to see a change, otherwise, I may be blocking a lot of creators on social media. It's not good for anyone's mental health. And when they are getting so much for free- I know I and most other people can't afford to keep up with the Jones, The Kardashians, or the influencers.