TikTok’s short clip format has helped several tracks go viral with music videos or lip syncing contests. Most recently, it was the spark for vaulting Lil Nas X’s “Old Town Road” to a summer sensation.
The app’s popularity and power have also attracted attention from labels. Earlier this year, we reported on rumblings that the major labels would be looking to renegotiate their deals with parent company Bytedance to receive more money for tracks used and shared on TikTok.