Going viral on TikTok is an effective marketing tool — but what happens when it gets in the way of the art itself?
, who posted a video that has, in fact, gone viral on TikTok about their labels’ demands when it comes to the app.
“Basically, I have a song that I love that I want to release ASAP, but my record label won’t let me,” Halsey wrote in the video, which was captioned “I’m tired.” “I’ve been in this industry for eight years and I’ve sold over 165 million records and my record company is saying I can’t release [the song] unless they can fake a viral moment on TikTok.”
Since Halsey posted the video on May 22, it’s racked up 1.1 million likes and more than ten thousand comments. But even after Halsey created a viral video the label wanted, Capitol Records still doesn’t appear to be budging. The singer later wrote on Twitter: “Talked to my label tonight after my tiktok tantrum. They said ‘wow the tiktok is going really strong!’ I was like ok cool so can I release my song now? They said ‘we’ll see!’ tell me again how I’m making this up.
On May 23, Halsey answered fans’ questions about the song, and about details on why they can’t release it on Twitter, explaining that Halsey can’t release the song
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