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Why Some Indie Artists Are Also Struggling With UMG’s TikTok Ban
UMGs TikTok ban is impacting indie artists with distribution deals through the major label — how some are coping, using tricks to stay on the platform
The singer-songwriter, whose track went viral last year and says it “changed my life in every single way,” is one of many frustrated developing artists signed to or distributed by the world’s largest music company. Kristiane is signed to Fader, a label distributed by UMG’s Virgin Music Group, so she’s building buzz for her upcoming Stray Dog EP by deemphasizing TikTok and talking to fans on Instagram Broadcast Channels and other platforms. Springfield, Mo., folk-country band Pawns or Kings can no longer post its 2022 track “Anymore” on TikTok, because Universal bought its distributor, Ingrooves, and merged it with Virgin Music Group — even after singer Edward Stengel spent $7,000 of his own money on a video.
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