The end of TikTok Music is rather surprising, since the service only started working last July. At the same time, the operator of the social network TikTok had big plans for his music service, he wanted to compete with established giants such as Spotify, Apple Music or YouTube Music.
Over the past year, however, the service did not manage to expand even to the whole world, it was only available in Singapore, Brazil, Australia and Mexico. In the markets mentioned, however, it is clear that TikTok Music was not as successful as the creators expected, which is why they are now closing the shop.
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This is not the first attempt
TikTok Music will stop working on November 28, but users only have until October 28 to transfer their playlists to competing platforms – and at the same time request a refund for unused services.
It’s worth remembering that TikTok Music isn’t ByteDance’s first foray into music. Even before TikTok Music, the Chinese company operated music app Resso. It was available in Singapore, Indonesia and India. However, it was banned in India in 2020 as part of a wider ban on Chinese apps.
TikTok Music sought to capitalize on the phenomenon of short videos on the social networking site TikTok, where song clips are a common part of creating viral videos. Many songs that became popular thanks to TikTok have experienced a huge increase in playback on other platforms as well, leading to the success of older songs as well.
Examples are songs like “Running Up That Hill” by Kate Bush or “Master of Puppets” by Metallica, which experienced a new level of popularity decades after they were originally released by thanks to viral videos.
Cooperation with competitors
TikTok Music was originally intended to be a bridge between those short clips of songs on TikTok and the full versions of songs on one platform. Recently, however, TikTok introduced a feature that allows users to transfer songs found on TikTok directly to other streaming services, such as Spotify or Apple Music. This move may have contributed to the decision to end the independent music platform.
With the advent of more innovations in the field of music streaming, it seems that ByteDance now wants to collaborate between its main social platform and other established services, instead of building its ecosystem himself.
How TikTok works
TikTok is especially popular among teenagers, who, according to some statistics, use it more often than Facebook. Among the users of this Chinese social network, we can also find older generations.
The principle of this online service is very simple, it is based on very short videos that are played one after the other. It’s the same as if you were looking at posts on Facebook and the screen went into more and more posts.
But instead of text, they play main videos on TikTok, short recordings with a length of three to 60 seconds. And it seems that just such a short time is a recipe for success, because in the US the Chinese social network has even surpassed Snapchat and Instagram.
At first it was possible to record videos of only 15 seconds, later it was possible to publish clips of up to three minutes. Video content can now be up to ten minutes.
Although short videos are still popular, many users are able to spend several hours a day on TikTok.
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2024-09-25 09:36:57
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