Halsey calls out record label for forcing artists to create viral TikTok videos
Halsey says her record label wants her to "fake a viral moment on TikTok".
TikTok is changing the music industry and no artist is immune to the pressure of creating viral moments on the platform.
Halsey, who uses the pronouns she/they, took to the short-form video hosting platform to reveal that her record label was holding back some of her new music.
The 27-year-old claims she's being forced to make TikTok videos.
"Basically, I have a song that I love that I want to release ASAP, but my record label won’t let me. I’ve been in this industry for eight years and I’ve sold over 165 million records and my record company is saying I can’t release [the song] unless they can fake a viral moment on TikTok," she revealed.
The 'Without Me' singer added that there are a lot of artists in the same boat as them.
"Everything is marketing, and they are doing this to every artist these days. I just want to release music, man and I deserve better tbh. I’m tired.”
Whether they meant for it to or not, Halsey's post did end up becoming a viral moment! Her video has been watched more than eight-million times.
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@halsey I’m tired
♬ original sound - Halsey
Other artists are also speaking out. Florence Welch, FKA Twigs, and Charli XCX have also vented their frustration in the past.
"It’s true all record labels ask for are TikToks and I got told off today for not making enough effort," FKA Twigs revealed in a since-deleted clip.
"The label are begging me for ‘low fi tik toks’ so here you go. pls send help," Florence captioned a clip of herself singing.
Charli XCX captioned one of her TikTok videos: “When the label asks me to make my 8th TikTok of the week."
@charlixcx Stream good ones tho !
♬ didnt want to be here - TheBaldestBitch
@florence The label are begging me for ‘low fi tik toks’ so here you go. pls send help ☠️ x
♬ original sound - Florence
TikTok has helped several songs achieve success. Doja Cat's 2019 single, 'Say So', gained major traction on TikTok in 2020 after millions of people used the track for a viral dance.
Artists such Coi Leray, Meg Thee Stallion, Olivia Rodrigo, Dua Lipa, and Cardi B have also had viral TikTok hits.
The platform has also helped classics from decades ago blow up. Social media users are torn on whether TikTok is changing the music industry for the better or worse.
"What TikTok has done to the music industry is upsetting like…" one user wrote. Another user added: "and this is why I need tiktok gone it’s ruining the music industry all the songs and choreographies are marketed around that stupid app."
But some felt it was not TikTok ruining the industry, but record labels.
"Want to refocus the blame less on TikTok and more on the music industry itself for trying to make TikTok conform to their method of success. The labels are the ones abusing the artists, not TikTok itself," a user named @AlCartoonist wrote.
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what tiktok has done to the music industry is upsetting like… pic.twitter.com/bSJ0EIVfv1
— allure (@alluregaga2) May 22, 2022
and this is why i need tiktok gone it’s ruining the music industry all the songs and choreographies are marketed around that stupid app https://t.co/wRnjfP0LDt
— kamilah (@yootddies) May 22, 2022
Songs aren't naturally 3 minutes and change with 3 big hooks and a catchy bridge.... The radio format demanded and rewarded that song structure...
— Noah Callahan-Bever (@N_C_B) May 23, 2022
Want to refocus the blame less on TikTok and more on the music industry itself for trying to make TikTok conform to their method of success. The labels are the ones abusing the artists, not TikTok itself. https://t.co/hCPY7HavAj
— 💖Al💖 (@AlCartoonist) May 23, 2022
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Main image credit: Instagram/@iamhalsey