TikTok Music Shutting Down: What’s Changing and How It Helps Spotify
TikTok has been a powerhouse in music discovery, with its unique blend of short-form video content and viral trends pushing songs to the top of streaming charts. While TikTok itself isn’t going anywhere yet, the news of TikTok Music shutting down specific services has raised questions about the future of music marketing on the platform.
What’s Actually Happening?
Although TikTok is still a thriving platform for music discovery, TikTok Music’s streaming service is shutting down in some regions. Originally launched in India under the name “Resso” in late 2019, TikTok Music was meant to build on TikTok’s influence in the region. However, after TikTok was banned in India in 2020, Resso remained active, but the platform struggled to gain user interest.
In 2023, Resso was rebranded to TikTok Music and relaunched in Brazil and Indonesia, with a closed beta test in Australia, Mexico, and Singapore. Despite this relaunch, TikTok Music faced ongoing challenges, including operational difficulties, low user interest, and licensing disputes with major record labels (Social Media Today). These combined issues led TikTok to shut down the service by November 2024, with a statement indicating they would focus on promoting music through TikTok’s main app instead.
Challenges Leading to TikTok Music’s Shutdown
TikTok Music encountered various challenges that ultimately led to its closure. Not only did the platform face operational hurdles and limited user engagement, but it also struggled with record label relations. After losing major artists like Taylor Swift over a licensing dispute with Universal Music, TikTok Music tried to renegotiate deals but couldn’t reach a financially viable solution (Morningstar). Although a new deal with Universal in May brought artists like Adele, Coldplay, and Rihanna back to the service, it was too late to recover from the financial strain (Digital Music News). TikTok Music’s aggressive push for lower fees with rights-holders added further tension, leading to a breakdown in its long-term sustainability.
TikTok announced that shutting down TikTok Music will allow them to focus on enhancing music discovery and driving greater value through partnerships with established streaming services like Spotify, Apple Music, and Amazon Music (Social Media Today). Their “Add to Music App” feature has already seen millions of track saves and will likely become TikTok’s primary music offering moving forward.
How This Helps Spotify
Spotify, among others, is poised to benefit from TikTok Music’s retreat. As TikTok’s viral power continues to influence music discovery, Spotify remains the go-to destination for users looking to stream full tracks they’ve discovered on TikTok. Without competition from TikTok Music’s streaming service, Spotify is positioned to strengthen its dominance as the top platform for listening.
This shift also opens opportunities for Spotify to partner more closely with TikTok artists, creating a feedback loop where TikTok trends directly fuel Spotify streams, playlists, and artist growth.
Why This Matters
For many music fans, TikTok Music may not be a familiar service since it never launched in major markets like the US, UK, and Canada. Instead, the app was primarily available in regions like Brazil, Indonesia, Australia, Mexico, and Singapore. The absence of the service in these larger markets likely contributed to its limited exposure and eventual shutdown, compounded by challenges such as licensing disputes and competition from established streaming services (Digital Music News).
Migration of TikTok Music Users to Other Platforms
While Spotify is poised to be one of the biggest beneficiaries of TikTok Music’s shutdown, it’s not the only platform that stands to gain. Apple Music, Amazon Music, YouTube Music, and smaller services like Pandora and Tidal could also attract former TikTok Music users. Although Spotify’s dominance in the streaming market makes it the likely frontrunner, these other platforms offer unique features that could appeal to different segments of TikTok Music’s audience. TikTok’s “Add to Music” feature further enhances this by allowing users to transfer their playlists seamlessly to various services, meaning the migration could be spread across multiple platforms rather than solely benefiting Spotify.
What Artists Need to Know
For artists, this change highlights the importance of using TikTok to drive discovery while relying on Spotify and other streaming platforms for converting listeners into long-term fans. Here’s what you can do:
- Leverage TikTok for Discovery, Spotify for Conversion – Use TikTok to generate buzz, then direct fans to Spotify and other services to engage with your music more deeply.
- Engage with Spotify’s Tools for Artists – Take advantage of features like Spotify for Artists, Marquee campaigns, and playlist pitching to convert viral moments into streams.
- Diversify Across Platforms – With TikTok facing ongoing government scrutiny in the U.S., it’s important to build a presence across multiple platforms like Apple Music, YouTube, and Instagram Reels to reduce dependency on any single platform.
TikTok’s Uncertain Future
It’s important to note that TikTok continues to face pressure from the U.S. government, and a potential ban in the U.S. remains on the table. This uncertainty adds another layer to why diversification is crucial for artists. TikTok may still be an effective discovery tool for now, but relying solely on it could be risky in the long run.
The Future of Music Marketing
TikTok remains an influential player in music promotion, but the closure of its streaming service reflects a strategic pivot. For artists, it serves as a reminder of the ever-changing landscape of digital marketing. A multi-platform strategy not only offers protection against uncertainties but also ensures long-term growth and stability.