Gina, this is a green light all the way! Well, that's what the writer in me says. But the lawyer in me, who isn't too keen on guns but is focused on money, wants to offer a word of caution on this pitch. If I don't have the right to use Werewolves of London for the video, TikTok will take it down pretty fast. But if it goes super viral b…
Gina, this is a green light all the way! Well, that's what the writer in me says. But the lawyer in me, who isn't too keen on guns but is focused on money, wants to offer a word of caution on this pitch. If I don't have the right to use Werewolves of London for the video, TikTok will take it down pretty fast. But if it goes super viral before that, I could find myself in a pretty hairy situation with the record companies -- I hear they can be "difficult." That said, if that should come to pass, I'll defend myself as I learned to in school by blaming the dog for eating my licensing agreement.
Those are licensed songs that rotate in and out of the library. Record labels love TikTok because they get a little money for the license and then it becomes a way of breaking their back catalogue, which can turn into a massive windfall of cash. But there's another benefit to this arrangement, which is that unauthorized music is easier to detect. It's not a perfect detection system though. Some stuff gets through because machines aren't perfect, but more likely, stuff gets through because the video just doesn't break big enough to really matter. But the larger point is that the songs that trend on TikTok don't do so organically. It's a function of a relationship between TikTok and the record labels. TikTok users still have to pick up the tune and run with it, although they can be encouraged to do so by seeding TikTok with influencers who are suddenly using that music, or just making a particular song the top suggested option for a lot of users. Obviously, this is a huge tangent from what could be Morty's breakout video, but yeah, the TikTok music scene isn't all that different from the old radio payolla days.
There are many lies going around these days. But in the interest of full candor, I don't have direct knowledge of TikTok. I'm piecing together three things. First, I used to work with a client that did exactly what I'm describing but for video. Their business model was basically to sit between YouTube and media companies and collect a fee. Smart people and they paid really well. Second, I'm going off of what I've read in trade journals that cover tech and music, and in my defense that's more client research because that shit ain't pleasure reading, I can assure you. Third, I've taken both of these inputs and applied them to my experience playing with the TikTok app.
Gina, this is a green light all the way! Well, that's what the writer in me says. But the lawyer in me, who isn't too keen on guns but is focused on money, wants to offer a word of caution on this pitch. If I don't have the right to use Werewolves of London for the video, TikTok will take it down pretty fast. But if it goes super viral before that, I could find myself in a pretty hairy situation with the record companies -- I hear they can be "difficult." That said, if that should come to pass, I'll defend myself as I learned to in school by blaming the dog for eating my licensing agreement.
BUT TIKTOK VIDEOS USE MUSIC ALL THE TIME! HOW DO THEY DO IT??
Those are licensed songs that rotate in and out of the library. Record labels love TikTok because they get a little money for the license and then it becomes a way of breaking their back catalogue, which can turn into a massive windfall of cash. But there's another benefit to this arrangement, which is that unauthorized music is easier to detect. It's not a perfect detection system though. Some stuff gets through because machines aren't perfect, but more likely, stuff gets through because the video just doesn't break big enough to really matter. But the larger point is that the songs that trend on TikTok don't do so organically. It's a function of a relationship between TikTok and the record labels. TikTok users still have to pick up the tune and run with it, although they can be encouraged to do so by seeding TikTok with influencers who are suddenly using that music, or just making a particular song the top suggested option for a lot of users. Obviously, this is a huge tangent from what could be Morty's breakout video, but yeah, the TikTok music scene isn't all that different from the old radio payolla days.
Oh my god I feel so lied to by the people who keep making The Outfield's "Your Love" trend on there.
There are many lies going around these days. But in the interest of full candor, I don't have direct knowledge of TikTok. I'm piecing together three things. First, I used to work with a client that did exactly what I'm describing but for video. Their business model was basically to sit between YouTube and media companies and collect a fee. Smart people and they paid really well. Second, I'm going off of what I've read in trade journals that cover tech and music, and in my defense that's more client research because that shit ain't pleasure reading, I can assure you. Third, I've taken both of these inputs and applied them to my experience playing with the TikTok app.
More than I've done!