TikTok's Potential US Downfall Meets Industry Indifference As 75-Day Lifeline Begins
TikTok faces significant challenges in the United States, with limited support from both the music industry and tech giants despite its massive influence on music promotion and cultural trends.
Trump has granted TikTok a 75-day extension to secure a deal that would keep it operational in the US. However, the platform's relationships with key stakeholders remain strained, particularly within the music industry.
Trump signing TikTok document
Music industry executives, especially from major and independent labels, express little sympathy for TikTok's predicament. This stems from the platform's aggressive negotiating tactics, including:
- Forcing non-negotiable contracts on independent labels
- Weakening Merlin's collective bargaining power
- Creating contentious licensing disputes with major labels
Technical challenges are mounting as both Apple's App Store and Google's Play Store maintain their blocks on TikTok. This creates several critical issues:
- No app updates possible
- New users cannot download the app
- Existing users can't reinstall after deletion
- Progressive app deterioration ("app rot")
Competitors are capitalizing on TikTok's uncertainty:
- Instagram is actively recruiting top TikTok creators
- Multiple platforms are developing short-form video alternatives
- X (formerly Twitter) is positioning itself to fill the potential void
The proposed solution of US government ownership (50% stake) faces significant hurdles:
- Unprecedented business arrangement
- Likely resistance from ByteDance
- Chinese government concerns
- Complex implementation within the 75-day window
Content creators are advised to diversify their platform presence while TikTok's future remains uncertain.
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