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As TikTok Ban Looms Again, Record Labels ‘Need to Be Prepared’
As a potential TikTok ban in the United States looms again, record labels are being advised to be prepared.
Days after a panel of federal judges voted to uphold a new law that would ban TikTok in the United States beginning on Jan. 19, the independent label Artist Partner Group (APG) started assessing how that might potentially impact its marketing campaigns — and how the company should adjust. “Where is new artist discovery happening in 2025 if this app completely disappears?” asks Johnny Cloherty, co-founder of the digital marketing company Songfluencer. “Say TikTok is banned here — that doesn’t mean that internationally it can’t be a part of a strategy to drive streaming,” says Jen Darmafall, director of marketing for ATG Group.
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