In information that can affect… nicely, only a few individuals in all honesty, TikTok has introduced that it’s shutting down its separate “TikTok Music” streaming app, after varied operational challenges and restricted consumer curiosity.
TikTok Music was initially launched in India in late 2019, below its authentic title “Resso,” which aligned with TikTok’s personal meteoric rise within the nation. And whereas TikTok was banned in India in 2020, someway, Resso prevented the identical restriction.
But, even so, Indian customers didn’t present a variety of curiosity in TikTok’s personal streaming supplier. And when the app was finally banned by Indian authorities earlier this yr, it was just about already on the outs as a viable different within the area.
TikTok renamed Resso to “TikTok Music” final yr (which can have led to its ban in India), and re-launched it in Brazil and Indonesia. It additionally expanded entry to chose customers in Australia, Mexico, and Singapore as a part of a closed beta take a look at.
However music licensing disputes and failure to realize traction towards incumbents will now see TikTok re-align its strategy round its foremost app as an alternative.
As per TikTok:
“We will likely be closing TikTok Music on the finish of November so as to concentrate on our objective of furthering TikTok’s position in driving even better music listening and worth on music streaming providers, for the good thing about artists, songwriters and the business.”
The TikTok Music web site now has a message advising customers of its pending closure:
“We’re sorry to tell you that TikTok Music will likely be closing on November 28, 2024. After this date, entry to TikTok Music, together with login, subscriptions, and all different functionalities, will not be obtainable.”
Customers can switch their playlists from the app (up until October twenty eighth), whereas customers can even request refunds from the service (up until November twenty eighth). TikTok will delete all consumer account information after that remaining date.
As famous, it’s not a giant shift within the broader social media or music panorama, as TikTok Music by no means actually gained traction in its place streaming supplier.
The concept was that TikTok would be capable to solidify its connection to the music business, by not solely performing as a key promotional platform for artists, but additionally a direct supplier of their work. TikTok’s guardian firm ByteDance has tried the identical strategy in China, with one other separate streaming app, however Douyin, like TikTok, stays its foremost focus, and foremost driver of curiosity.
Actually, it was at all times of venture in taking over the established gamers within the house, and I doubt TikTok is overly stunned that it didn’t work. But it surely gave it a shot, and whereas it hasn’t enabled it to develop its empire, it’ll doubtless assist to enhance TikTok’s personal music strategy.
