The Ethics of Viral TikTok Hits
TikTok was made for a world in which creators come out on top. And it’s not stopping anytime soon.
Hello 2021!
I spent the first few days of the year in Breckenridge and Vail. Something about being in the mountains—maybe the vast grandness of it all—makes you reflective and thankful for every little thing. I learned to ski in 2018 with only about a handful of ski trips in between then and now, so I felt this tenfold during my three-day skiing trip. It took a day to get back into it, but I only fell twice so my figure skating skills really pulled through. Little wins, people.
I’ve written a few pieces over the last year on creators (Lil Nas X, Taylor Swift) and how they’re compensated for their work in today’s world. Recently, I read a piece by Rolling Stone’s Elias Leight on the popular, yet messy business of buyouts for viral hits that resonated with me. I’ve summarized my thoughts on the piece while explaining TikTok star Caleb Hearn’s story.
The Ethics of Viral TikTok Hits
Over the last twenty years, we’ve seen artists get discovered on the internet. From Justin Bieber on YouTube, to Shawn Mendes on Vine, and even Mason Ramsey, famously known as the Walmart yodeling boy.
The internet replaced musicians’ traditional need for record labels to get their name out there. Reminiscent to Vine, but on a much grander scale, TikTok now serves this need. Songs that repurpose other songs like “ily” or bring #7 on an album track list to life like “Sunday Best” (shout out to fellow Baylor grad Forrest Frank here) became so much of a phenomenon that Spotify now has a playlist dedicated to Viral Hits.
Now, artists are using TikTok’s platform to release original music rather than covers from known artists. Once it’s published, the idea of who actually owns their music is up in the air. The TikTok phenomenon seemed to happen overnight, forcing the music industry to adopt and adapt to the new model, and do it quickly while trying to understand how they fit into the puzzle.
Seasoned music executives understand the ins and outs of the industry. This can be good if they choose to play nicely with TikTok stars and promote a collaborative relationship. It can also be bad if they choose to use their upper-hand maliciously, like taking the TikTok stars’ beats and running. In this story, the latter seems to be the case.
After his best friend Jason Messer passed away, Caleb Hearn needed a way to cope with his grief. Three years later, he published a song called “Always Be” on TikTok. Soon after posting, Caleb received an outpouring of love and support from millions of viewers. Four days later, Justin Goldman from record label ‘94 Sounds, reached out to Caleb excited about the potential of the song and asked to work together. Sounds promising, right? The conversation went nowhere after Caleb discovered Goldman had purchased the instrumental without his consent or knowledge. Meaning Caleb couldn’t work with any record label on the song without involving Justin. They battled back and forth until Caleb released a video to his 700,000 TikTok subscribers saying he partnered with a new producer to create and release an updated version of the song due to the controversy, which instantly drew millions of views and now has over 2 million streams on Spotify.
While Caleb wrote the lyrics of the song, he hadn’t had a chance to negotiate any terms with the producer who created the instrumental, partly due to the fact that interested record labels were only just starting to reach out to him. Before he had a chance to, Justin swooped in and offered the producer a full buyout of the instrumental track, meaning Justin would be tied to the instrumental as well as any song created on top of it thereafter, including any commercial use (media trailers, advertising spots, etc.) While this may make good business sense to some, it’s ethically wrong to others and goes behind the artist’s back when the whole process could be an amicable one.
We can expect more scenarios like Caleb’s as viral hits continue to come to life. Further, music industry executives traditionally know how to manage these scenarios where they come out on top. Like other forms of today’s mass media, TikTok was made for a world in which creators come out on top. And it’s not stopping anytime soon.
Better find a new puzzle piece.
Playlists | Listening to these non-stop while working from home, for your Monday enjoyment.
You’d think the name was the best part of this playlist, but no. It’s updated daily and includes everything from Lo-Fi, Tropical House, Downtempo, Progressive House, Acid Jazz, Chill-out, and Ambient tunes. The perfect mix, whether you’re working or studying. Seriously, hit shuffle and listen.
Anyone else wish they could hear what their favorite artists are listening to? I know I do. Which is why when Joe Jonas made a playlist public, I jumped on it. Amazing mix from Bing Crosby to Leon Bridges and every other feel-good song in between.
My friend Ivana made this playlist, and it’s pop royalty gold. From Miley’s “See You Again” to Megan Thee Stallion, it’s all here and she updates it like clockwork. Give it a follow and you won’t wait…to listen again.
RN | Songs I’m loving…right now.
My favorite artists are the ones who have distinct voices. You know? You hear them on the radio and instantly know it’s them. Toni Watson is a real rags-to-riches story as she rose from an Australian “busker” (street performer) to a chart-topping singer-songwriter.
Tones describes this song as an upbeat, feel-good tune all about chasing dreams, reaching your goals, and the realities that come with it. You may also recognize that distinct voice from “Dance Monkey,” what Shazam declared in November 2020 as the most shazamed song…ever.
This song is everywhere, and there’s a reason. Filled with powerful production and even stronger vocals, this song gives us all an emotional teen bop we secretly want to belt. Which is exactly what everyone is doing: but this time, we’re shouting it from the rooftops.
Genius reported on Monday, January 11, Rodrigo’s song set the record for most streams in a day for a non-holiday song, with over 15.7 million global streams. She then proceeded to break her own record the next day with over 17 million streams. Next up? #1 on the Billboard Hot 100 for two weeks and counting.
All that to say, Rodrigo is now poised to be the music industry’s most promising new artist.
An absolute hit from his latest album, After Hours. Since we’re talking TikTok viral hits, this was definitely one of my 2020 favorites.
Surprisingly, as GRAMMY nominations were announced in November, The Wknd was left out and called the GRAMMYs out as corrupt, demanding transparency into the nomination process. Critics say this overlook may be due to a lack of clarity in his music’s genre. Is it considered pop? R&B? That said, this wouldn’t affect his eligibility for the three major categories — Album of the Year, Song of the Year, and Record of the Year.
The song is currently featured in an NFL advertisement in preparation for his Super Bowl LV Halftime Performance, which I am beyond stoked to watch this Sunday.
Music Videos | Here for you ‘til MTV brings back TRL.
On Wednesday, January 27, Selena Gomez announced her first-ever Spanish album REVELACIÓN is set to release on March 12. The latest single from the record, “Baila Conmigo,” produced by Tainy, whom she worked with on “I Can’t Get Enough” has a classic, soul-filled reggaeton sound that’ll make you want to get up and dance.
This video is pure joy at its essence. From the message, to the impeccable choreography by Paul Roberts, to the Phoebe Waller-Bridge feature. I dare you to watch this and not smile. Also, happy birthday, Harry Styles.
A change of pace from last year’s hit singles like “Yummy” and “Intentions,” both scoring GRAMMY nominations for this year’s awards ceremony. This song is an emotional ballad spotlighting Bieber’s pure vocals, and it’s well done. The music video paints him as a boxer who is only able to get through each fight because of his love for “the only good he’s ever done.” Fun fact: you’ll notice his full upper body of tattoos are airbrushed off for this music video.
The Beats by Donya playlist is here! For now, it includes all the songs from today’s edition in one place. My plan is to add to it with every new edition this year. Follow along on all the fun here.
Hope everyone is having a wonderful start to the year and these songs start your week on a joyful note. I’d love to hear from you — just click reply!
Cheers,
Donya