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Did That Song Go Viral on TikTok Organically — Or Was It Paid For?

As many as “75% of popular songs on TikTok started with a creator marketing campaign,” guesses one major label marketer. Is that a problem?

TikTok is also offering up a similar service with its “Work With Artists” feature inside the app, which allows qualifying creators (those with over 50,000 followers and living within a certain territory) to get paid to use songs, like Halsey ’s cover of “Lucky,” in their videos. Unlike a “product placement”-like promotion which simply streams in the background, these music curators use TikTok to talk to the camera, telling consumers to take action and check out new songs in exchange for undisclosed money, concert tickets or other perks. In one message exchange, reviewed by Billboard, a representative from Rap told a music company that “solo” posts go for $1,000, but they offer discounted rates for ordering in “bulk.” Typically, these payments are not disclosed to consumers.

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