Understanding TikTok and Its Impact on Music
Though TikTok has only been around for a few years, it is the social platform that's on everyone's lips, boasting more than 2bn app downloads, spawning viral hits and being the launchpad for new artists. This module explains everything you need to know in order to understand how the app works, how it's evolving and how to best engage with its culture and audience. We will also look at why TikTok has such a big impact on the music industry and what the platform's ambitions in the music space are as well as looking at opportunities, and challenges. We’re also interested in where audiences might go next - so we’ll present you with an overview of other platforms that are incorporating short-form video and music and have the potential to directly compete with TikTok. This module looks beyond the hype and tries to provide a deeper understanding of the TikTok ecosystem, forming the basis for the follow-up module TikTok Best Practice.
Marlen has a background in music and brand partnerships, initially working for Universal Music in Germany and Switzerland. She subsequently obtained a Masters in Music Business Management in London, further developing her expertise in areas such as integrated marketing campaigns and Intellectual Property and Copyright Management. Since joining the Music Ally team, she works across their marketing services and delivering training to a wide range of clients including the MMF and BPI. She also writes for the Sandbox publication analysing the latest marketing tools and case studies.