What will this mean for the length of music though? TikTok is the main path to music discovery for a growing crowd of consumersĪs social media platforms such as Instagram and TikTok in particular increasingly rely on music for both content and engagement, there are of course artists who are solely trying to reach new fans on these platforms. On the other, it can mean consumers and fans only hear a tiny portion of the whole product, and don’t engage with the song’s wider composition and purpose. On the one hand, social media trends and pick-up can breathe new life into a song and expose it to an entirely new audience and generation – such as Fleetwood Mac’s ‘Dreams’ when it went off on TikTok. Snippets of songs going viral online can lead to complex outcomes when compared to the song’s original intention. The music industry too flirts with different lengths and styles, at once longing for the nostalgia and artistry of six-minute ‘Bohemian Rhapsody’, while also breaking new artists, sounds and songs on the likes of TikTok, requiring sometimes just a few seconds of music to cut through. While some believe, for example, that subscription video on demand (SVOD) services such as Stan and Netflix have democratised content and opened up opportunities for less-rigid lengths and fewer rules compared to traditional broadcast television, others see the unpredictable and changing episode times as undisciplined and self-indulgent.
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