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There’s a certain point in every digital music service’s life – often when they’re being criticised over royalty payouts, or when rivals are and they see an advantage to be seized – when celebrating songwriters becomes a strategic priority.

TikTok is the latest platform to reach that moment: it’s launching an initiative called #BehindTheSong.

“Behind every great song is a great songwriter at the heart of the music-making process,” announced TikTok in a blog post, adding that it wants “to celebrate these songwriters & producers and bring them to the forefront”.

It’s kicking off with videos from British producer Fraser T Smith. The wider idea is that #BehindTheSong will spotlight videos from a range of songwriters and producers talking about their creative processes.

We always like to see these musicians getting the spotlight, but as it has for other platforms, this kind of initiative can also fuel criticism, or at least questions about whether these services’ warm words are matched by the level of royalties they generate for songwriters.

Music Ally’s next Learn Live webinar will help you understand what’s required for artists to thrive in new international markets!

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Stuart Dredge

Music Ally's Head of Insight

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