The top TikTok music power players in 2021
Ari Elkins. Ari Elkins.
The top creator economy news of the week includes the weekly schedule of a TikTok star and an inside look at Josh Richa...
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The top TikTok music power players in 2021

The top creator economy news of the week includes the weekly schedule of a TikTok star and an inside look at Josh Richa...

Hi, this is Amanda Perelli and welcome back to Insider Influencers, our weekly rundown on the business of influencers, creators, and social-media platforms. Sign up for the newsletter here.

In this week's edition:

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The top TikTok music power players in 2021
From left to right: Jahan Karimaghay, Haley Spencer, Sanu Hariharan, and Gaby Fainsilber Benchmob; Warner Records; Creed Media; Crush Music; Marianne Ayala/Insider

From record labels to Lizzo, power players using TikTok to shape the music industry

Forget "TRL" and the radio, TikTok is now where stars are born.

My colleague Dan Whateley took a deep dive into the industry, speaking with dozens of sources to nail down the top record labels, artists, marketers, and creators using TikTok to shape the music industry.

Here's a look at who is on this year's list:

  • Chelsea Smith, Warner Music Group: Smith serves as a liaison between digital platform partners like TikTok and the various record labels within Warner.

  • Team behind "Ratatouille: The TikTok Musical": Jeremy O. Harris, Ellenore Scott, and others helped turn the TikTok trend into a livestreamed performance.

  • Jun Park, Austin Georgas, and Luis J Najera Jr., Flighthouse: The company built a large following on the app by posting short video skits featuring some of its top stars.

"These days, for every single artist on the label who's putting out a record, we are strategizing how to make the most out of the TikTok platform," RCA Records' SVP of digital marketing Tarek Al-Hamdouni said.

Check out who made the full list, here.

The top TikTok music power players in 2021
Getty

What influencers learned from the Facebook and Instagram outage

Facebook-owned apps, including Instagram, were shut down by a widespread, six-hour-long outage on Monday.

While the platforms were down, my colleague Sydney Bradley was talking to influencers and advertisers.

The lights are back on - Sydney was on the phone with one influencer when Instagram was powered up again -but the disruption was a wake-up call to influencers about their business and the danger of relying on one company.

"It's a reminder not to put your eggs in one basket," micro influencer Lissette Calveiro (61,000 followers) told Insider. "Creators who only have a presence on Instagram are finding themselves in a challenging position right now. For others who are on multiple platforms and have owned audiences like newsletters, business as usual."

Those who already have diversified? They had a pretty good day. Take TikTok's Justina Sharp (114,000 followers), who saw a spike in views.

Read more on how creators were affected by the outage.


Here's what else you need to know this week:

Creator earnings


The top TikTok music power players in 2021
NICKMERCS The Kinetic Group

Twitch and YouTube are battling to sign top streamers with two very different pitches

Nicholas "Nickmercs" Kolcheff, one of Twitch's most followed streamers, announced this week that he is staying with the platform.

His decision comes just after other large streamers, like TimTheTatman and DrLupo, moved their livestreams to YouTube Gaming. YouTube has been paying talent to exclusively stream on its site, promising a more holistic approach and is not focused entirely on livestreaming.

But for those who are streamers first and foremost, Twitch still has the upper hand.

My colleague Michael Espinosa spoke with experts who broke down YouTube's ongoing play to become the dominant platform for livestreaming - and why, for now, it isn't.

With features like polls, gift subscriptions, and raids to connect with audiences and other streamers, Twitch is built for livestreaming and building a community.

YouTube, meanwhile, has trailed in that community-building, something industry insiders say are keeping some big names on Twitch.

Check out more on the battle to win over streamers, here.

The top TikTok music power players in 2021
Kristen Stewart and Robert Pattinson played Bella Swan and Edward Cullen, respectively. Summit Entertainment
How the team behind Lionsgate's TikTok got movies like 'Twilight' and 'John Wick' to go viral

TikTok users really want to know who's in charge of Lionsgate's account. A quick perusal of the top comments on its videos makes that clear.

"WHO IS RUNNING THIS ACCOUNT!?!?," one user exclaimed.

"IS THIS FR LIONSGATE?" another TikToker asked.

Dan has answers: He spoke with the studio's social media team about how it adapted a DIY-style focused on humor and trends to promote movies like "Twilight" and "John Wick." Think Gen-Z superfan, rather than a decades-old Hollywood powerhouse.

Read more on how their strategy developed.


Chart of the week:

The top TikTok music power players in 2021
Launchmetrics

Launchmetrics released a study on TikTok and the power of creators in 2021. 50% of brands are measuring TikTok marketing campaigns based on impact on sales, according to the study.

Check out the full report here.


The top TikTok music power players in 2021
Screen shot of Emily Mariko/TikTok

TikTok hashtag of the week:

Every week, we highlight a top trending hashtag on TikTok, according to data provided by Kyra IQ.

  • Percentage uptick over the last 7 days: 4,062%

  • The latest viral hashtag is centered around a new popular recipe that features leftover salmon, created by Emily Mariko. As a result of the trend, she has amassed nearly 4 million TikTok followers. Her original platform is YouTube, where she posts vlogs and fashion videos.


The top TikTok music power players in 2021
Jacopo Raule/Getty Images

What else we're reading and watching:

Subscribe to the newsletter here.

And before you go, check out the top trending songs on TikTok this week to add to your playlist. The data was collected by UTA IQ, the research, analytics, and digital strategy division of United Talent Agency.

The top TikTok music power players in 2021
UTA IQ

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