In a very viral meta marketing moment, Halsey It went viral on TikTok accusing their brand, Astralwerks/Capitol, of trying to “fake a viral moment on TikTok.” Controversy surrounds a new song that the artist claims was not allowed to be released without a social media campaign.
in TikTokPublished Sunday, Halsey teased the new song, overlaying a video of her face with the caption: “Basically, I have a song that I like and I want to release it ASAP but my record company won’t let me.”
They continued, “I’ve been in the industry for eight years and have sold over 165 million records, and my record company says I can’t release it unless they can fake a viral moment on TikTok,” and later added, “I just want the music released, man.” And I deserve better tbh… I’m tired.”
What does the ‘viral moment’ mean to the artist these days? According to Halsey’s comment, responding to fans, “It’s like he didn’t get a certain amount of views or likes or we’re going to keep making videos and push them back until they’re happy” and apparently, he’s been asked for six such videos.
Since the musician herself warned that “everything is done for marketing”, some followers were reasonably skeptical that the accusation was, in and of itself, a “fake viral moment on TikTok”. However, she follow it With the audio of a conversation with someone from her team, he wrote, “I wish I was kidding.”
Over on Twitterthey doubled down, revealing, “I spoke to my poster tonight after my tiktok tantrum. They said “Wow that tiktok is really strong!” I was great, can I release my song now? They said “we’ll see!”… Tell me again how I made this up.”
Halsey – Who has She was not shy About the industry recall – she went on to say that she couldn’t leak the song because the company owns Mr., as well as the music video that was already filmed (by her partner, Elif Aydin). “I was running my own business on tour to take care of my baby. Four albums deep. I landed,” she wrote. “I’m very well established to tease something like this for no reason or resort to this as a marketing tactic, but now I’m way too deep so there’s no turning back.”
As Halsey pointed out, “They’re doing it for basically every artist these days.” Several other vets in the industry have spoken out about the company’s thirst for TikTok success; Adele Especially since she shut down her team’s request to get her into the app, saying that she’d rather compose music for her generation. Unfortunately, not many have the power that Adele has to reject TikTok outright.
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