The app redefined what it means to break as a musician.
But could a host of new challenges threaten its dominance?
Before pursuing music full-time, John Roseboro was a mortician.
Though TikTok helped her reach a new level of fame, Yung Baby Tate is critical of the platform’s inequality.Yung Baby Tate/TikTok; Tai Verdes/TikTok
This past April he started sharing his songs on TikTok.
Roseboro’s story isn’t a fluke.
Many artists have found similar success stories on the app.
Since its founding in 2016, TikTok has become a behemoth, with 689 million monthly active users.
It recently became the first non-Facebook app to hit 3 billion downloads globally.
An increasing number of users, especially Black creators, are voicing concerns about unfair treatment on the app.
Popularity aside, complaints have come from some of its most visible users.
And thanks to the algorithm, that rise can happen fast.
Verdes boosted his profile in the beginning by offering TikTokers money to promote another one of his songs.
At times he sounds more like a businessman, speaking about “data points” and “product.”
That means his music and his persona are one and the same.
Roseboro, who’s releasing his albumHuman NatureSept.
“This is ridiculous.
This is too much work for one person.
And with the right people, this could be amazing,” he says.
He’s torn, though.
“Part of me is like, ‘Am I just being an idiot about this?
Should I just shut up and promote myself?'”
The situation has since opened up wider conversations about appropriation and ownership on the app.
(Representatives for TikTok declined to comment on the strike.)
A number of Black musicians tell EW they hope the strike eventually extends to their communities on the app.
“TikTok should definitely find a way to boost so many talented not just Black artists independent artists.”
People are split on why the algorithm supposedly seems to suppress Black and often queer voices.
Neroes, who was part of the inaugural event, says it was a “great experience.”
Still, despite its growing ambitions and influence, TikTok may stop short of fully disrupting the music business.
And then there are music curators, such as Motley and Sharan, who’ve landed gigs at labels.
“The disruptive nature of new technology is often exaggerated,” says Vilanova, of Lehigh University.
Verdes is one user who doesn’t plan to abandon the app anytime soon.
I’m gonna use that to my advantage in every single way."
