Ban or no ban, TikTok artists and advertisers to remain until 'door slams shut' [Reuters]
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Source: Reuters
The U.S. Senate late on Tuesday that gives Chinese tech firm ByteDance up to a year to divest TikTok, or the app will be banned altogether. President Joe Biden has signaled he would sign the bill, capping a four-year battle over the Chinese government could influence content or access user data. TikTok has rivaled larger companies such as Meta Platforms for user attention and ad budgets, and its cultural power is reflected in its ability to catapult emerging artists into viral hits, changing how young people discover music. As long as TikTok's users remain engaged with the app, "advertisers will ride it all the way until the door slams shut," said Craig Atkinson, CEO of digital marketing agency Code3. Adamm Miguest, CEO and founder of Rapid Launch Media, which creates marketing campaigns designed to make songs go viral, said he will advise clients to stay on TikTok as long as they can. Even Universal Music, whose artists' songs disappeared from TikTok in March as licensing ta
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