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Music Labels Are Spending A Bit Too Much Time On TikTok

With its more than one billion users, TikTok has become a marketing engine for the music industry. It’s a radical shift from the publicity machine of old, when labels promoted new music by getting singles into radio station rotations or placing music videos on MTV. Their dedicated artist and repertoire, or A&R, teams provided a full suite of services for artists, including distribution, publishing and fan outreach.

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