Do you want to know who the most powerful gatekeeper in the music industry is right now? No, it’s not a Spotify playlist editor. It’s not a major label A&R. It’s not even a person. It’s the TikTok algorithm. TikTok is currently the most powerful free promotional tool that musicians have at their disposal.
You may know Ricky Montgomery from his Vine days. You may know him from his band The Honey Sticks. Or you may know him because a few of his songs went viral on TikTok in 2020. This led to a massive bidding war amongst 50 major labels.
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