On September 24th, TikTok announced a major shift in its music strategy—one that will see the end of its subscription-based streaming service, TikTok Music, by November 28th. Launched just over a year ago in select countries, TikTok Music was aimed at offering users a seamless way to save, download, and share viral tracks directly from the platform. Now, the service will be shut down, but that doesn't mean TikTok is stepping away from the music industry. Instead, they are focusing all efforts on their "Add to Music App," which is designed to simplify the process of saving tracks discovered on TikTok to popular streaming platforms like Spotify, Apple Music, and Amazon Music.
Why is TikTok Closing its Music Service?
The short answer is strategy. By shifting focus to their "Add to Music App," TikTok plans to foster stronger relationships with existing music streaming giants rather than directly competing with them. Since the music industry is built on partnerships with streaming platforms, TikTok’s move is seen as a way to drive more traffic to services where artists and songwriters are compensated at higher rates. Industry insiders believe this pivot will create more value for the music ecosystem, with TikTok acting as a music discovery engine that feeds into the broader streaming market.
The decision to sunset TikTok Music, which was only available in countries like Indonesia, Brazil, Australia, Singapore, and Mexico, comes as TikTok recognizes the growing importance of collaboration. Ole Obermann, TikTok's Global Head of Music Business Development, noted that the “Add to Music App” has already facilitated millions of track saves, which means users are discovering new music through TikTok and heading to platforms like Spotify to listen further.
The Add to Music App: A Strategic Pivot
What is the "Add to Music App" exactly? It’s a feature that makes it easier for TikTok users to transfer the tracks they discover on the platform directly to their preferred streaming service with just a few clicks. The app has been available in the U.S. and U.K. since last November and has now expanded to over 180 countries. According to TikTok, this feature has led to millions of track saves and boosted consumption on partner streaming services.
This new approach is a win-win for both TikTok and the music industry. TikTok users get a more streamlined experience, while streaming platforms benefit from increased traffic. It's a shift that positions TikTok as an ally to these services rather than a competitor, helping to ensure that artists and rights holders get fair compensation when their music is consumed.
A Business Decision that Reflects Industry Realities
TikTok's original foray into music streaming was seen by some as a bold move to rival established players like Spotify. However, the closure of TikTok Music reflects the company’s realization that direct competition in the streaming space isn't the most sustainable long-term approach. The music industry has been grappling with how to handle the massive influence of TikTok, especially when it comes to viral hits that spread through short-form video. While TikTok helps songs gain attention, the revenue generated directly from these viral videos hasn't always met the expectations of music rights holders.
Photo Credit: The Rio Times
The transition to a model that feeds users into existing streaming platforms—where artists and songwriters earn more through established pay-per-stream structures—seems like a compromise that satisfies all parties. For TikTok, this move strengthens relationships with Spotify, Apple Music, and Amazon Music, and ensures that their role as a music discovery powerhouse will continue to grow.
What's Next for TikTok and Music Streaming?
Looking ahead, TikTok is expected to expand its partnerships with more music streaming platforms through the "Add to Music App." The company has already suggested that further collaborations are in the works, meaning more streaming services could be integrated into the app. As TikTok continues to shape the way people discover new music, the "Add to Music App" will likely become a key tool in the transition from discovery to streaming.
For artists, songwriters, and the music industry as a whole, this shift could lead to increased earnings and more opportunities for music to go viral across multiple platforms. By focusing on what it does best—music discovery—TikTok is positioning itself as a valuable partner to streaming services, rather than a disruptive force.
In the ever-evolving music landscape, TikTok’s decision to close down TikTok Music and double down on its role as a discovery engine might just prove to be a win for everyone involved. For now, TikTok is betting on a future where collaboration, not competition, drives the next chapter in music streaming.
Stay tuned as we continue to follow the latest developments in the music and tech space.
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