It’s becoming harder for local artists to find an audience, raising urgent questions for the industry – and for the culture
users noticed a strange glitch: the app was limiting the number of songs some users could post.to find out whether popular music was driving time spent on the app.
Australian musician Kota Banks, for instance, had been on the eve of releasing a new single. As she explained to fans in a post on her Instagram account,‘It just feels wack to be a guinea pig’: Australian musician Kota Banks.“It’s already so hard for Australian independent artists, and now we’re the test,” she said in her post. “It just feels wack to be a guinea pig.”
, “TikTok is currently the most powerful free promotional tool that musicians have at their disposal.”, which included a new body to support the sector, Music Australia. At the policy launch, the federal arts minister, Tony Burke, drew attention to the fact that only two Australian artists featured on that week’s charts, with none in the top 20.
In this new landscape, an app with TikTok’s footprint becomes vital. According to market research firm We Are Social, the app reaches 32% of the Australian population aged 16-64, with Australian users scrolling out more than 23 hours per month – aEarlier this year, TikTok used Australia as a test market to analyse how music is accessed and used on the platform.TikTok’s power as a vector for music virality has made it a focus for music labels and managers.
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