Music marketers are gearing up to adapt with a potential TikTok ban looming in the U.S. (effective Jan. 19). Johnny Cloherty, co-founder of Songfluencer, emphasizes the importance of exploring new platforms like Instagram Reels and YouTube Shorts, especially for new artist discovery. “The TikTok audience will go somewhere,” he says, urging the industry to stay proactive.
J.D. Tuminski, Account Executive at Songfluencer, echoes this sentiment: “If folks are being smart, they’re already putting plans in place for alternative strategies,”.
Marketers are experimenting with diverse tools to ensure artists continue reaching fans. While TikTok remains central to campaigns, the focus is shifting to multi-platform resilience.
