What a Potential TikTok Ban in the U.S. Could Mean for Independent Artists

With action on the popular video-sharing platform passing in the House of Representatives, what could become of the app itself and the musicians that use it?

Village Monster Photo by Merrick Webb, Blog edit by Grace Parke

TikTok Ban?

On March 13th, a bill was passed in the House of Representatives that gives TikTok's Beijing based parent company ByteDance two options: sell their stake in the company or have their app pulled from app stores in the U.S.

The bill will need to be passed by the Senate and the President before it could go into effect, but if it does, the company will have six months to take action.

While it's unknown just how likely a full ban is at this point in time, the news is concerning for small artists who have been using the app as a tool for outreach.

Lillian VanDaam's TikTok account (@lilli_v_daam on TikTok)

Independent Artists and TikTok

TikTok has an algorithm that's made for discovery, it's considered an easy way to get a lot of eyes on something. Because of this, a handful of musicians have used the app to grow out of obscurity and many more are using the app in hopes that they will also achieve success through it.

While it's true that a complete TikTok ban may be unlikely, even if it happens, other platforms offer short-form components (like Instagram Reels and YouTube Shorts), so it's possible that both creators and viewers will move to those platforms. But I feel that a more drastic move will be needed for a band or artist to get notoriety.

With or without a TikTok ban I think that we may already be seeing the decline of short-form video content. Many users are becoming disillusioned with the concept because it can be addictive and most of the content that they consume is pointless and not memorable. Plus the app itself is becoming overrun with ads thanks to the addition of the TikTok Shop.

I don't think that we'll be saying goodbye to short-form content in a substantial way anytime soon, but I do think that now is a perfect time for bands and artists to start thinking outside of the box.

One thing that the looming possibility of a TikTok ban has made clear is just how dependent independent artists have become on it. Even if they aren't seeing much success with the platform. And depending entirely on a platform with a souring audience and unpredictable future isn't a good idea for anyone.

Tyrely playing at Sok Hop! Photo Courtesy of Tyrely

So what do we do?

This is the point in this story where the answers become less concrete. I think that as a small, independent artist, using all the tools available to you is a great idea. So keep using shortform content if you're seeing success come from it! It's still a great tool for exposure, even if its on an alternative platform to TikTok.

But now is the time to start thinking outside of the box. Recently, we've seen many trends in music coming from experiences and concerts (like Taylor Swift's The Eras Tour and Sabrina Carpenter's 'Nonsense' outros). This, to me, says that people are craving connection. Something beyond content on a screen.

I think that bands and artists need to be thinking of new and refreshing ways to engage with an audience. Whether its through TikTok (while we still have it) or otherwise. In order to stand out, independent artists need to be doing something different. How they do that, is entirely up to them.