Music's TikTokalypse:
 

TikTok ads—whether targeted promos to get people to buy concert tickets, or labels orchestrating trends by sneakily paying influencers to use certain songs—snag stray scrollers way better than ads on other apps. “They’re probably the most effective ad platform at converting fans and discovery,” says Joe Aboud, who, as founder of the music consultancy 444Sounds and a former marketing manager at Atlantic Records, has worked with a bevy of artists and TikTokers like Dixie D’Amelio. “Labels and artists have become a little bit reliant on TikTok, using it as a crutch,” says Aboud. But creatives and companies alike are about to get a wake-up call when the app’s banned and a massive void rips open with nothing to replace it.