aided and abetted by TikTok. “The biggest game in town is TikTok,” says, an A&R exec-turned-manager. “Everyone who wants to tell you otherwise is delusional, they don’t understand it, or they missed the boat.”
This frustration relates to larger anxieties in the music industry. Managers, A&R executives and marketers say it’sto command listener attention, and they believe TikTok’s position as the preeminent music discovery platform is partially to blame.
As awareness of that illusion grows, “a lot of major companies, the savvy ones, are not spending as much on TikTok as they once were,” according to Elitzer. Another marketer says that he’s cut TikTok spending in many cases by more than 50%.
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