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Esports and TikTok on the marketing agenda at Midem


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There were some fun panels at the Midem conference yesterday, including an appearance from musician TheFatRat, the first signing to Universal Music and ESL’s Enter Records label. “I don’t see that I have to please two companies. I see that two companies have to please me! Which I think is a great thing. I see the record company as my customer, not the other way around,” he said.

Meanwhile, a panel on ‘flexibility’ in marketing spent plenty of time discussing TikTok, and how best to use it if artists are wary. “We have a lot of DJs who feel uncomfortable being on TikTok and doing some crazy dance. So we don’t force them,” said Spinnin’ Records’ Susanne Hazendonk. “If the artist doesn’t feel that it suits them, then we work with influencers who make use of our music. The music still gets promoted… but without the use of the artist.” Crowd Surf’s Cassie Petrey agreed. “If somebody doesn’t want to be on TikTok they shouldn’t be on TikTok. But I think everybody should figure out how to utilise TikTok – by figuring out how your music is ingested on there so that anybody who wants to can make a video to your song.”

Read the MidemBlog’s wrap of the day for plenty of other views from the Midem stage.

Stuart Dredge

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