The popular app's future is uncertain. "Where is new artist discovery happening in 2025 if this app completely disappears?" one marketer asks.
Swift launched the #ForAFortnightChallenge on YouTube Shorts to promote The Tortured Poets Department.
“Artists impacted by this are just being more creative on TikTok about how they’re getting music out,” says one digital marketer.
But Instagram Reels is also flexing its muscles in recent days, driving listeners to Sawyer Hill's viral hit "Look at the Time"
The 2000 music video consists of one continuous shot with no cuts, a stark difference from the CGI and multiple sets of the band's later music videos.
Artists are taking money that would once have gone to full-length visuals and using it make the bite-sized clips that gain traction on TikTok and YouTube Shorts
The video editing program CapCut "spices up your content," says one creator, and music marketers are using it to promote songs.
YouTube rolled out new statistics pointing to Shorts' power to "vastly increase the reach of an artist."
