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TikTok Shop Has Exploded in Popularity. Can It Help Music Sales, Too?
Can TikTok Shop help music vinyl and merch sales? Some labels have sold thousands of dollars worth of merch for Mac Miller, Wiz Khalifa and more.
“We found some cool creators, sent them the vinyl, and they did an unboxing video, or talked about some of the tracks while playing the music in the background, and then linked directly to TikTok Shop,” explains Molly Bouchon, director of digital at Rostrum Records, which acquired Fat Beats in 2024. TikTok Shop is relatively new and thus often overlooked by many artists and record labels, according to Itai Winter, vp of commercial partnerships at the marketing platform Genni, which helps match creators with music promotion campaigns. “It’s really convenient for people to see an unboxing video, think, ‘That’s cool,’ and go buy it,” says Alex F.TikTok has “primed their users to make transactions quickly,” adds Carly Redford, former director of e-commerce at Manhead Merch.
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