As TikTok heads back to Congress for tomorrow's hearing, here's what a TikTok ban would mean for the music biz.
“Our consumption was so lean-forward because of TikTok. It was a superpower, I couldn’t describe it any other way,” he says. “In 2020, with Tai, we were guaranteed to get at least a couple videos a week getting a couple million views. Now you have a very oversaturated platform, which makes sense; every brand has a TikTok. I’m sure there isn’t a label, a manager, an artist who isn’t looking at their data and going, ‘Damn, my TikToks aren’t reaching what they were six months, 12 or 18 months ago.
“I think it’s the algorithm,” Anokute says of TikTok compared to other services. “I think it’s the most sophisticated algorithm I’ve seen in terms of opportunity for exposure, regardless of where you are in your career in terms of development. And that’s for any career, music, chefs, fashion.”
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