The music industry is accustomed to leveraging marketing tools, but it’s finding TikTok increasingly tough to control. “TikTok is eating itself,” declares Max Bernstein, who founded the marketing agency Muuser. “It still drives consumption if you get it right, but it’s much harder to maneuver now. Trends are siloed when they used to be community-wide, and influencer media is becoming prohibitively expensive.”
Source: Is the Music Industry’s Love Affair With TikTok ‘Dead’?