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Tiktok's Knack for Connecting Fans with Songs & Brands

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Tiktok's Knack for Connecting Fans with Songs & Brands Bulletin YOUR DAILY ENTERTAINMENT NEWS UPDATE JULY 21, 2021 Page 1 of 26 INSIDE TikTok’s Knack for Connecting • England’s Venues Fans With Songs & Are Open Again, But New Vaccine Brands Examined in New Study Passport Plans Stir Discontent BY TATIANA CIRISANO • Warner Music Gets Upgrade From TikTok’s influence on popular music is by now unde- songs with TikTok. S&P on Strength of niable, as challenges and trends on the video-sharing The study also sheds some light on best practices Streaming app routinely propel songs up the music charts and for brands looking to connect with TikTok users • Taylor Swift Pulls turn emerging artists into stars. But song uses on through music. When brands feature songs that are ‘Fearless (Taylor’s TikTok don’t automatically translate to streams, and popular on TikTok, 68% of users say they remember Version)’ From artists and executives have had little data to under- the brand better; 58% say they feel a stronger connec- Grammy & CMA stand how songs go from being popular on TikTok to tion to the brand; 58% say they’re more likely to talk Awards Contention: becoming a hit beyond it. about the brand or share the ad; and 62% say they’re Exclusive A new study by TikTok and MRC Data released curious to learn about the brand. • Warner Chappell today (July 21) provides some answers. In all, the study provides data to confirm things the Production Music According to the results of the study, which was music industry anecdotally already knows. But this Brand Refresh: New Logo & Exec Hires conducted on U.S. TikTok users in November 2020, alone is valuable, helping connect the dots of how 67% of TikTok users are likely to seek out a song they songs travel through and beyond TikTok. • Rob Jonas Named heard and connected with on TikTok on a music “TikTok has become an integral part of music dis- CEO of P-MRC Data streaming platform. The study also reflects TikTok’s covery, connecting artists to their fans and introduc- • Broadway’s reputation as a destination for music discovery, as ing brands to every corner of the community,” TikTok Reopening Fears three-quarters of TikTok users discover new artists global head of music Ole Obermann said in a press Amid COVID-19: through the platform, and 63% of users heard new statement. “TikTok is the home for music trends ‘There’s So Much We Still Don’t Know’ music on the platform they had never heard before. that permeate the industry, charts, and culture. From The study also notes that TikTok users often have emerging artists to small business owners, the re- • BILLBOARD 200 “heard it on TikTok” moments in their day-to-day search from MRC Data reinforces that by associating CLICK lives: 72% of users agree that they associate certain (continued) TOTAL IMMERSION ESSENTIAL ANALYSIS of the latest business topics and trends formulated to give industry players the competitive advantage in a rapidly changing market. EXCLUSIVE QUARTERLY REPORTS that deliver in-depth, holistic reporting; case studies; and custom data designed to serve the industry. A DEEP DIVE LIBRARY stocked with intelligence on fan data, SUBSCRIBE TO BILLBOARD PRO FOR song catalog sales, TV synchs, Africa’s burgeoning music ACCESS TO NEW REPORTS business and the gaming industry’s embrace of artists. AND THE ARCHIVE 2021 R&B/HIP HOP POWER ISSUE R&B/Hip-Hop dominates every other genre claiming a quarter of all music consumption. On August 7th, Billboard will publish its 5th annual R&B/Hip-Hop Power Players list showcasing the producers, creatives, executives and publishers who have made R&B/Hip-Hop the hottest genre on earth. Advertise and congratulate the people who are driving this industry and reach an influential audience of decision-makers in music and pop culture. ON SALE : 8/7 | AD CLOSE: 7/28 | MATER IAL S DUE: 7/29 CONTACT Sp ue Joe Maimone 201.301.5933 | [email protected] LE Lee Ann Photoglo 615.376.7931 | [email protected] 21 Cynthia Mellow 615.352,0265 | [email protected] Marcia Olival 786.586.4901 | [email protected] Ryan O’Donnell +447843437176 | [email protected] Editorial content subject to change Page 3 of 26 IN BRIEF with the right music or sound on TikTok, The prime minister — who is self-iso- According to research cited by the NTIA, creators, artists and businesses alike can see lating at his Chequers country home after 80% of nightclubs do not want to implement a major impact.” health minister Sajid Javid tested positive vaccination passports due to concerns over Read the full results of the study, which for COVID-19 — said the reversal in govern- enforcing the certification and a reduction also includes insights about TikTok’s influ- ment policy was prompted by fears over the in spontaneous customers. ence on cultural movements, here. risk of coronavirus transmission in venues Earlier this month, the government gave where people are in close contact, such as hope to the sector when it indicated that clubs and music venues. COVID passports would not be compulsory England’s Venues The announcement was made on the for venue operators. At present, nightclubs same day that England lifted its last remain- are encouraged to ask clubbers to show Are Open Again, ing COVID-19 restrictions, bringing an proof of vaccination or a negative test end to capacity limits and social distancing result but are not legally required to do so. But New Vaccine measures inside music and entertainment Nightclubs in Scotland, Wales and Northern venues. Ireland remain closed. Passport Plans Stir That prompted scores of nightclubs Responding to Boris Johnson’s July 19 across the country to open just after mid- announcement, which took many in the sec- Discontent night local time Monday to welcome back tor by surprise, Kill slammed the change in their first customers in almost 17 months. policy as “yet another chaotic U-turn” and BY RICHARD SMIRKE The news that those same businesses will an “absolute shambles.” soon be required to make so-called “CO- U.K. live industry body LIVE said it ONDON – Government plans in VID passports” a condition of entry for all needed to see more detail about the govern- England to allow only fully vacci- customers drew condemnation from night- ment’s plans and how it will implement nated patrons into nightclubs and club industry execs. UKHospitality chief them to assess “the full impact for the live large music venues have been criti- executive Kate Nicholl said the plans dealt music industry.” Lcized as a “hammer blow” for the country’s a devastating “hammer blow” to the sector Elsewhere in Europe, a recent rise in struggling live and night-time industries as and “risks hitting these fragile businesses COVID-19 infections in the Netherlands led they seek to rebuild. and derailing their recovery.” to the government closing its nightclubs on Speaking at a press conference on Mon- Michael Kill, CEO of the U.K. Night July 10, only two weeks after they reopened. day, Prime Minister Boris Johnson an- Time Industries Association (NTIA), said The Dutch government said most infec- nounced that the new measures would come that mandatory enforcement of COVID-19 tions had occurred “in nightlife settings and into force by the end of September, by which vaccination passports for nightclubs placed parties with high numbers of people” and time everyone in England aged over 18 will them at a “competitive disadvantage with that extra safety measures were needed this have been offered both COVID-19 vaccine pubs and bars that aren’t subject to the same summer as a result. doses. restrictions.” Venue operators and live execs in the U.K. AUTHORITATIVE INTELLIGENCE. DELIVERED DIGITALLY. CLICK HERE FOR FREE DELIVERY DIGITAL NEWSLETTERS 2021 ERIKA RECORDS INC. 40TH ANNIVERSARY This year marks the 40th anniversary of Erika Records Inc. CONTACTS founded in 1981 by Erzsebet Liz Dunster, making the company the first ever woman owned vinyl record Joe Maimone 201.301.5933 | [email protected] pressing plant. Originally started as a heavy metal label Dunster scouted bands at legendary venues such as the Lee Ann Photoglo Troubadour and sold records out of the trunk of her Pinto. 615.376.7931 | [email protected] She had one goal in mind: save enough to open her own pressing plant for the sake of creative freedom. She Cynthia Mellow wanted to elevate vinyl records beyond the standard 615.352,0265 | [email protected] round record. Marcia Olival 786.586.4901 | [email protected] The company’s DIY approach and commitment to the evolution of vinyl has been key to the success of Erika Ryan O’Donnell Records over the past four decades. The company is a +447843437176 | [email protected] leader in both standard and custom vinyl manufacturing having made puzzle piece records, flower petal records, etch-picture disc combination records, and more. Today Erika Records operates out of a 36,000 square foot facility with over 40 running presses in Buena Park, California and is the only 100% lead free pressing plant. Over the years they have produced vinyl for independent and mainstream artists alike such as The Locust, Nirvana, Snoh Aalegra, MF Doom, Tame Impala, SZA, and Lady Gaga. ISSUE DATE 8/7 | AD CLOSE 7/28 | MATERIALS DUE 7/29 BILLBOARD COUNTRY UPDATE APRIL 13, 2020 | PAGE Page 4 5 OF of 1926 ON THE CHARTS JIM ASKER [email protected] IN BRIEF SamHunt’s Southside Rules Top Country are Ahopinglbu that thems; same doesn’tBrett happen Y oungOn Tuesday, ‘Catc the U.K.h recorded’-es 46,558 Fifth cited Airplay by analysts: streaming accounts for a there, with promoters increasingly des- new cases of COVID-19 and the seven-day growing majority of company revenues and perate to saveLea what remainsder; of theTravis British caseDenning average rose 40% comparedMakes with the History offers better margins than CDs and down- festival season.
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