Is virality more important than quality nowadays? Well, this might be the problem that of some artists in the music industry is currently facing.
With the rise of the new video streaming platform, TikTok, audiences can consume much more music and media faster, especially with short-form videos.
However, music labels have seen the opportunity to go with the trend. With new music being introduced and reused on the platform almost every day, companies saw the need to initially create/fake viral moments in TikTok to ensure that the artists song would hit once it officially releases.
With a myriad of musicians and artists coming out of the dark to protest this new way of decision making, rapper Post Malone is the most recent one to echo the community's sentiment.
Post Malone Weighs In On Ongoing Artist vs Label TikTok Debate
Speaking to Zane Lowe recently, Posty revealed that he would want to hear Halsey's opinion on the recent fiasco the Americana singer had with her label on TikTok.
Halsey, through a TikTok video, shocked the community as she exposed that her label, Capitol Records, have allegedly taken her song "So Good" hostage if she would not create a viral moment in TikTok with the song.
When Post Malone is asked if he is already in the position to push back his own label in exchange for a social media content, the "Circles" hitmaker was firm in his words.
"I just think it's my personal opinion and the changes that I've made mentally to distance myself from that and that's really impacted my life in a positive way," he said.
Per Malone, artists should do whatever makes them comfortable at the end of the day. A self confessed introvert, Post Malone affirmed that he is not comfortable on social media.
Aside from Post Malone and Halsey, English singer FKA Twigs confirmed that labels do really demand for TikTok content. Charli XCX and Florence Welch were also among who expressed the same sentiments.
Songwriter Self-Esteemed also said in The Guardian that it is no coincidence that artists who were being pressured to create TikTok contents were all women.
Post Malone's recent interview with Apple Music comes a day before he will drop his highly-anticipated album, "Twelve Carat Tootache."
Watch Post Malone and The Weeknd's collaboration, "One Right Now," the lead single for the former's upcoming studio album.
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