Evolution of TikTok

September 29, 2021 by PrimeEV

Evolution of TikTok

A billion people are now using TikTok worldwide every month – around three times the global audience Spotify pulls in.

TikTok is not just a dumping ground for sophomoric videos. Instead, it’s expanding, which is good news for the music industry. A case in point is PinPantheress, who is a DIY pop artist from Bath, United Kingdom. She did so well; she signed with Electra Music Group and Parlophone, both within Warner Music Group. She uses TikTok to get her music out to her fans and also A&R her ideas.

I post a snippet of [a track], and if people like it I’ll go and record a full version, she recently told the BBC, adding: The algorithm is crazy on TikTok, you can post a video and you can have zero followers, and it can do well.

Of course, record labels are also paying attention. In 2020, approximately 70 acts signed contracts after being found on TikTok.

The practice of exclusive artist releases on individual streaming platforms, thought dead, is alive and well, thanks to Dr. TikTok. Before the official release dates, David Guetta, Coldplay, and BTS successfully used TikTok to premiere new music.

Next on the horizon is the live-stream concert on TikTok. K-Pop stars BTS, Twice, and Super Junior held a live-stream show in Korea on the platform.

Users had to register membership with ‘Lotte Duty Free,’ the headline sponsor. After registering, they received an entry code. Nearly 600,000 viewers tuned in at $20 to $30.

Data suggests TikTok subscribers’ per user watch time is surpassing that of Youtube among some demographics.

TikTok is beta testing a direct upload service with the requisite tools to further its venture into the music world. The program is called SoundOn, and it’s for the independent artists who want to grow on the platform.

For the Global Head of Music at TikTok, Ole Obermann, the mission is to bring artists and their fanbases together in a more profound connection that other platforms can’t provide. Obermann told Music Business World,

TikTok is a platform that is about music engagement, not consumption. It’s a new form of fandom. We’re now at the point where a trending song on TikTok will achieve billions of views and many millions of creations in a single month.

Techno Legend Adam Beyer

September 12, 2021 by PrimeEV

Adam Beyer, Drumcode, techno

Techno Legend Adam Beyer

Swedish techno legend Adam Beyer is an underground icon. His 27-year career began in 1993 and is just where he wants it to be. He’s graced the stages of the industry’s biggest festivals and dance floors worldwide. His music stretches throughout Europe, North and South America, Asia, the Far East, and the Middle East.

“This is the most exciting it’s ever been – I’ve finally ended up where I was trying to get,” he explains. “As a techno DJ, it’s never going to happen overnight. It’s a long road to walk to get to that point where you have earned the respect and loyalty of the industry and the fans.”

Many advocates of the genre preceded Adam, but few have held a presence as respected and long-serving. A DJ, first and foremost, life as a producer saw Beyer gradually hone and perfect a sound that would seemingly fill a void within the modern musical landscape. Adam’s mantra of respect for the music maintains its integrity and gradually pushes the limits to serve two functions. First, he honors his predecessors. Second, he builds his signature sound as a mason builds a wall one brick at a time. As such, a connection between the past, present, and future maintains.

Drumcode

Drumcode is the techno record label founded by Adam in 1996. With his mantra, as mentioned above in mind, Drumcode is techno DJ centric. Drumcode the name has grown beyond a record label and into a world-renowned musical identity trusted by fans. Drumcode has earned the loyalty of techno enthusiasts, which allows it to feature well-known DJs and showcase future talents.

Continuing the evolution, Drumcode grew into a branded night, and radio show airing in more than fifty-three countries. Imitated but never duplicated, Drumcode’s longevity stands as a testament to its integrity. While others bend in the winds of changing tastes like saplings, Drumcode stands strong as an oak.

Behind the decks, there are many different forces to be experienced from Beyer. Be it an international festival headline spot or a more intimate club show, his solo sets adapt and evolve to fit the various moods of his globetrotting tour schedule. Alongside partner Ida Engberg, looser afterhours sets can focus on songs that have become a favorite across the international club circuit.

Whether it’s on record, behind the decks, or under the reliable Drumcode umbrella, Adam Beyer continues to unravel a unique success story for the global underground circuit.