Perhaps the billion-dollar question is this: can artists that have gone viral — on TikTok or elsewhere — transition into becoming long-term superstar acts? Last month in Nashville during CRS, Big Machine Label Group chief Scott Borchetta offered a bleak assessment on a frenzy of TikTok signings. “Not any of those [TikTok artists] that got signed to big deals have worked,” Borchetta stated soberly.
Source: Is the Music Industry Wasting Money on TikTok and Viral Artists?