In information that can impression… effectively, only a few individuals in all honesty, TikTok has introduced that it’s shutting down its separate “TikTok Music” streaming app, after numerous operational challenges and restricted consumer curiosity.
TikTok Music was initially launched in India in late 2019, underneath its unique identify “Resso,” which aligned with TikTok’s personal meteoric rise within the nation. And whereas TikTok was banned in India in 2020, one way or the other, Resso prevented the identical restriction.
But, even so, Indian customers didn’t present a number of curiosity in TikTok’s personal streaming supplier. And when the app was ultimately banned by Indian authorities earlier this 12 months, it was just about already on the outs as a viable various within the area.
TikTok renamed Resso to “TikTok Music” final 12 months (which can have led to its ban in India), and re-launched it in Brazil and Indonesia. It additionally expanded entry to chose customers in Australia, Mexico, and Singapore as a part of a closed beta take a look at.
However music licensing disputes and failure to realize traction towards incumbents will now see TikTok re-align its strategy round its major app as an alternative.
As per TikTok:
“We might be closing TikTok Music on the finish of November with a view to deal with our purpose of furthering TikTok’s function in driving even larger music listening and worth on music streaming companies, for the advantage of artists, songwriters and the business.”
The TikTok Music web site now has a message advising customers of its pending closure:
“We’re sorry to tell you that TikTok Music might be closing on November 28, 2024. After this date, entry to TikTok Music, together with login, subscriptions, and all different functionalities, will now not be obtainable.”
Customers can switch their playlists from the app (up until October twenty eighth), whereas customers may also request refunds from the service (up until November twenty eighth). TikTok will delete all consumer account data after that ultimate date.
As famous, it’s not an enormous shift within the broader social media or music panorama, as TikTok Music by no means actually gained traction as a substitute streaming supplier.
The thought was that TikTok would have the ability to solidify its connection to the music business, by not solely appearing as a key promotional platform for artists, but additionally a direct supplier of their work. TikTok’s father or mother firm ByteDance has tried the identical strategy in China, with one other separate streaming app, however Douyin, like TikTok, stays its major focus, and major driver of curiosity.
Actually, it was at all times a chance in taking up the established gamers within the house, and I doubt TikTok is overly stunned that it didn’t work. But it surely gave it a shot, and whereas it hasn’t enabled it to develop its empire, it’ll probably assist to enhance TikTok’s personal music strategy.
