In information that can impression… nicely, only a few individuals in all honesty, TikTok has introduced that it’s shutting down its separate “TikTok Music” streaming app, after varied operational challenges and restricted consumer curiosity.
TikTok Music was initially launched in India in late 2019, below 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 quite a lot of curiosity in TikTok’s personal streaming supplier. And when the app was ultimately banned by Indian authorities earlier this yr, it was just about already on the outs as a viable different within the area.
TikTok renamed Resso to “TikTok Music” final yr (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 achieve traction towards incumbents will now see TikTok re-align its strategy round its primary app as a substitute.
As per TikTok:
“We will probably be closing TikTok Music on the finish of November so as to concentrate on our aim of furthering TikTok’s position in driving even larger music listening and worth on music streaming providers, for the advantage of artists, songwriters and the trade.”
The TikTok Music web site now has a message advising customers of its pending closure:
“We’re sorry to tell you that TikTok Music will probably 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 out there.”
Customers can switch their playlists from the app (up until October twenty eighth), whereas customers may request refunds from the service (up until November twenty eighth). TikTok will delete all consumer account data after that closing 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 in its place streaming supplier.
The thought was that TikTok would be capable to solidify its connection to the music trade, by not solely performing as a key promotional platform for artists, but additionally a direct supplier of their work. TikTok’s mother or father firm ByteDance has tried the identical strategy in China, with one other separate streaming app, however Douyin, like TikTok, stays its primary focus, and primary driver of curiosity.
Actually, it was at all times a bet in taking over the established gamers within the house, and I doubt TikTok is overly shocked that it didn’t work. Nevertheless it gave it a shot, and whereas it hasn’t enabled it to broaden its empire, it’ll seemingly assist to enhance TikTok’s personal music strategy.
