![]() ![]() The company has now set up a feedback form for affected creators. ![]() ![]() The Australian test is being viewed by some as an attempt by TikTok to see if usage remains steady despite limited access to music, thus strengthening their parent company, ByteDance’s, bargaining position. Reports published by Bloomberg suggest TikTok has been engaged in lengthy negotiations with various large record labels over the share of ad revenue they receive in turn for allowing the use of their tracks on the app. TikTok has developed a symbiotic relationship with the music industry in recent years – with the use of popular songs in videos becoming an integral part of the app’s appeal, and in turn a track’s ability to go viral on TikTok influencing its success. We use Google reCaptcha to protect our website and the Google Privacy Policy and Terms of Service apply. For more information see our Privacy Policy. Privacy Notice: Newsletters may contain info about charities, online ads, and content funded by outside parties. Some have now said this test may be the “final straw” and they will make the switch. The Guardian understands a number of large TikTokers have been approached by other short-form video platforms and offered lucrative deals for exclusive content. The alienation of these users comes at a tricky time for the platform. McGillivray said it was luck she had alternative revenue streams, but other big name creators have told Guardian Australia that the test poses a serious threat to their livelihoods this month, with scheduled brand collaborations now at risk. “Creators are not guinea pigs, we’re the people who provide the content and therefore the entire value of a platform … it does make you feel like it’s a platform that doesn’t value its creators as much as it should.”ĪBC News and Guardian Australia have also had sound removed on a number of TikTok videos. “It’s very disappointing,” McGillivray said. McGillivray’s only source of information has been through other, larger creators, with a direct line to workers at the company. She said this has been particularly stressful given that neither the creators or users received any warning from TikTok indicating the existence of the test or their participation in it. “It’s really confusing, because for a lot of my content I upload my own audio tracks, where I’ve paid for a licence from an external provider, so these aren’t even TikTok sounds … they’ve been flagged as violating TikTok’s community guidelines, but there isn’t even a place for me to respond to the ‘violation’ and provide my music licence,” McGillivray said. However, rather than just the background music being removed, entire audio tracks have been muted, including those used in videos for educational and news content.įor Mary McGillivray, a large Australian creator who makes art history content, this has meant approximately 57% of her back catalogue has been rendered unwatchable for a significant portion of her audience. For more than half of our community there will be no change to their experience and the test will not impact them,” a spokesperson for the platform said. “While the test is under way, we expect that some of our users will not be able to access our full music and sounds library.
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