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 Impact of UMG vs. TikTok feud |
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  Feb 3 2024, 06:49 AM
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#1
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 BuzzJack Legend
Joined: 22 December 2009
Posts: 30,296 User: 10,275 
     
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Sooo the first full day (Thursday Feb 1) without Gaga's music on TikTok has passed and we have the streaming numbers from Spotify. Couple of conclusions: -the overall impact is not huge (-2.8% compared to previous Thursday)  -the impact seems to vary a lot between songs. For instance ASIB tracks are not affected as much as the songs that have recently risen thanks to TikTok (Judas, Bloody Mary, Just Dance, Born This Way, Alejandro, HML) What do you think would happen going forward? And if/when her music comes back to TikTok will we see a surge in streams and perhaps a new viral hit? This post has been edited by Sour Candy: Feb 3 2024, 06:54 AM |
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Feb 3 2024, 07:41 PM
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#2
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 Jord
Joined: 12 March 2017
Posts: 10,759 User: 27,116
 
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That’s really not affected it the way I’d imagined at first. Obviously we will see more across the next few weeks to what extent the removal has had but that’s so far so good (hopefully it stays this way).
I think with Gaga her classic hits really are classic so TikTok or not should always pull in decent enough streams and I think her overall catalogue should be boosted when we get new material. I think TikTok can only really help her going forward as it is a way of getting streams which equate to chart sales. Let’s hope her team are savvy enough to really make use of Tik Tok as a way of promo for the next era (I’m not too sure re LG7 but I think Joker may get the viral moments what will perhaps give her another streaming smash). |
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Feb 3 2024, 07:43 PM
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#3
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BuzzJack Legend
Joined: 22 December 2009
Posts: 30,296 User: 10,275
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I am most worried about the potential LG7 if UMG and TikTok cannot agree on things before that. New music and discoveries are the ones that might take a hit.
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Feb 3 2024, 07:45 PM
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#4
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BuzzJack Legend
Joined: 22 December 2009
Posts: 30,296 User: 10,275
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Regardless, she had 4 songs over 900k on Friday so her big hitters doesn't seem to be affected much.
Shallow — 1,058,416 Poker Face — 1,055,937 Bad Romance — 927,487 Always Remember Us This Way — 905,386 |
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Feb 3 2024, 08:14 PM
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#5
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 ⬛
Joined: 17 February 2011
Posts: 56,202 User: 13,007
                 
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This is really interesting data and it'll be good to see the effect for a full week or two maybe. Not surprised it's the likes of Bloody Mary and HML taking a hit and not ASIB tracks that are cemented as casual listener faves now.
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Feb 4 2024, 02:42 AM
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#6
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BuzzJack Gold Member
Joined: 16 January 2019
Posts: 4,810 User: 82,234
 
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She lost 394k streams compared to last Friday, not a good thing but also not something to freak out about. Ultimately, this data proves that she never relied on Tiktok.
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Feb 4 2024, 06:03 AM
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#7
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BuzzJack Legend
Joined: 22 December 2009
Posts: 30,296 User: 10,275
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Yeah, the decrease was about the same level than on Thursday. Would be interesting to know what is the impact on other artists? For instance The Weeknd or Justin Bieber.
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Feb 5 2024, 06:00 AM
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#8
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BuzzJack Legend
Joined: 22 December 2009
Posts: 30,296 User: 10,275
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Another -3.0% on Saturday. Seems that it's the normal drop for her at this stage.
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Feb 18 2024, 05:19 AM
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#9
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BuzzJack Legend
Joined: 22 December 2009
Posts: 30,296 User: 10,275
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Looking at these numbers and it seems that this hasn't had any long lasting impact on her streams. At least before releasing NEW music. |
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