Record labels prepare for potential TikTok ban in the U.S

Record labels are preparing for a potential TikTok ban in the U.S., set to begin on January 19. The independent label Artist Partner Group is assessing how to adjust marketing strategies and create content for other platforms in case TikTok is banned. Despite past attempts to ban TikTok, marketers are taking the possibility seriously. They are exploring alternative platforms like Instagram Reels and YouTube Shorts, but many believe these do not match TikTok's reach for music promotion. If TikTok is banned, it will still be available globally. Marketers are considering using VPNs to access TikTok for international promotion. They are also looking at other platforms like Twitch and Snapchat to connect with audiences.