Halsey sparked a new round of debate about artists being pressured to go viral on TikTok last month, with the claim that their latest track ‘So Good’ was being held back from release until it got enough TikTok buzz.
Good news today, then: the track is coming out on 9 June, with label Capitol Music announcing the date and promising that “we are an artist first company that encourages open dialogue”. Halsey celebrated the news in, yes, a TikTok video: “Now I can go back to using TikTok for my real plan: Using witchcraft to take over the world…”
The debate rumbles on however: Rolling Stone has an interview with another artist, Trevor Daniel, who notched up more than 1bn Spotify streams of his track ‘Falling’ in 2020 after it went viral on TikTok. And now? “Every time I go to deliver music, it’s like, ‘Oh, well you need to do this … post on TikTok more … tease these songs so we can see which ones they react to more,” said Daniel. “I do that and then I don’t really hear anything. Because what they’re really expecting, even though they say they’re not … they want it to go viral again.”