Taylor Swift recently made a return to TikTok after a temporary removal of her music, along with tracks from various other artists, due to a contract dispute between her record label Universal Music Group (UMG) and the app's parent company ByteDance. This move affected a wide range of performers globally, especially those planning to release new music this year.
TikTok serves as a crucial promotional platform for artists and record labels, with its user-generated trends often propelling songs onto the Billboard 100 chart. Despite UMG artists being able to post videos on TikTok, the inability to use their own tracks has hindered their promotional efforts for new albums. As a result, marketers have turned to alternative short-video platforms like Instagram reels for music promotion.
