Explore the transformative impact of TikTok on the music industry in this 28-minute Web Summit conference talk. Delve into how the popular app is reshaping music engagement, influencing taste, revolutionizing discovery, and affecting live performances, record sales, and streaming. Learn from TikTok's global head of music, Ole Obermann, as he discusses key trends, the platform's unique "hook" factor, and its organic reach. Examine real-world examples like the viral sea shanty phenomenon, and understand how artists and labels are leveraging TikTok as a powerful platform. Gain insights into the app's role in shaping cultural conversations, its potential responsibilities, and future developments in the music-tech landscape.
Overview
Syllabus
Intro
TikTok Trends
The Hook
The Audience
The Organic
The Sea shanty example
Artists and labels
Using TikTok as a platform
Conversations with artists
Culture on TikTok
Do you have a duty of care
Whats next
Taught by
Web Summit
