Artists Whose Labels Are Forcing Them To “Go Viral” On TikTok

Recently, on the podcast Las Culturistas, Betty Who — who’s an independent artist — shared her gripes with the music industry. “There’s not a single record label in this town that will sign me. They all turned me down,” she said. “This is where it’s shifting, is [labels] go, ‘We wanna sign people with a viral hit on TikTok only.’“

“I’m not going to wake up and all of a sudden be really good at TikTok,” she said. “So me, being an old person on an app trying to force it, will not make it any better.”