Singers such as Halsey, FKA Twigs and Charli XCX have made TikToks about being upset that their record labels expect them to make TikToks.
for 15 seconds straight, adding in an overlay of text: “When you are supposed to be making promos for your song, but you just really want a snack and you decide that eating a snack can be promo for a song because everyone loves snacks.”
Brandon Stosuy, a music manager who co-founded the company Zone 6, found the intense focus on TikTok to be a natural extension of how labels have always operated. He recalled when, in the early 1990s, labels scrambled to sign grunge bands in response to Nirvana’s massive success.“Some things got signed that were good, some were terrible, some made no sense,” Stosuy said.
The singer-songwriter Vérité, who has released music independently since 2014, said it is “really disheartening when technology and culture shift in a way that … is so blatantly focused on pure consumerism.” Deciding to remain independent was difficult, she said, but ultimately came down to her desire to maintain autonomy and control over her music and overall vision.“The major-label system is a gamble,” she said.
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