TikTok is the new black
The 'Without Me' singer is firing back at their record label on TikTok after they claim the label said that they couldn't release their new song without having a "fake viral moment on TikTok".
The TikTok-ification of the music industry is nothing new. The social media platform is well and truly the most trendy online space nowadays, with artists and their songs going viral in seven second clips.
On TikTok an artist's music acts as a go-to backdrop to anything from a vlog style video, a trending dance, or a no makeup to makeup transition, so unfortunately, it doesn't come as a shock that marketing teams are pushing musicians for a certain amount of 'virality' in their music.
Lizzo is the latest musician to inspire a dance trend with her song 'About Damn Time'. Like other musicians before her, her song has got that feel-good factor with punchy, easy lyrics, and some kind of secret sauce that makes it a sensation.
In the last 24 hours Halsey has had a TikTok video go viral but for completely different reasons — they're calling out the music industry, specifically their record label, Astralwerks and Capitol.
In the video, the singer stares fed up and stone-faced into the camera, with captions that read, "basically I have a song that I love that I wanna release with A$AP/But my record label won't let me/I've been in this music industry for 8 years and ive sold over 165 million records".
They write, "and my record company is saying I can't release it unless they fake a viral moment on TikTok". While what we assume is the unreleased song plays in the background of the clip, they rant "everything is marketing/and they are doing this to basically every artist these days".
In the comments, they reply to fans who suggest that, technically, the rant video could count as a viral TikTok moment, to which Halsey replies "They wanted SIX?!?".
Finishing off the video, they remark on their love for creating music for people, "I just wanted to release music, man./ and I deserve better tbh/I'm tired".
In their next video, they show footage of a phone call with what we suppose is a rep, captioning the video "I wish I was kidding lol". They've even had a mini Tweet-storm to vent about the situation.
The song sounds like it would be an absolute banger, regardless of going TikTok viral or not. It's such a shame that art has to be measured by likes and shares nowadays, but we suppose, it's a sign of the times.
Watch Halsey's viral TikTok video here.