TikTok’s Fate Matters to the Music Industry, But Not For The Reasons You Think

Regardless of how it all shakes out, numerous music and influencer marketing executives agree that the future of digital content is in short-form video (generally meaning 15- to 30-second clips) and that the same strategies the music industry uses to promote music on TikTok will continue to be applicable -- and just as important -- in the future. In that sense, it matters less whether TikTok itself survives or not, explains Brian Nelson, the co-founder of digital marketing agency The Network Effect, and more that "we're actually witnessing the birth of a format."

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