Like it or not, TikTok is changing the music industry

“Tik-a-Tok-a-Who?”, was Adele’s response to her management’s suggestion to promote her music to younger audiences on Tiktok, the video-sharing platform owned by Chinese company ByteDance. “If everyone’s making music for the TikTok, who’s making music for my generation?”, she asked. Adele might resist, but the platform has nonetheless been popularising and promoting her song Easy on me, with creators using it in almost one million videos in the fir