TikTok is the new sensation not only among users but also among artists and labels. So much so that David Guetta and Sia have decided to release a sneak peak of their new single ‘Let’s Love’ on TikTok four days before its official release on all digital platforms. Exclusive releases are not new, platforms like Tidal have already done it with artists such as Beyoncé or Jay Z.
The news here is the platform selected to make this exclusive premiere: TikTok, a platform that is not only a streaming platform but the most powerful social network nowadays. The idea is simple, if the users turn the sneak peak viral four days before its official release, the first push of the track on streaming platforms the day of the release will be much bigger that it would if the song was unknown until that day.
The mystery here is if independent artists will be able to adopt this strategy. They probably will when TikTok releases its music distribution program. For now, we only can wait to see if the strategy is successful or not this next Friday.