Jem Aswad-Senior Tiktok art Music Jem Aswad-Senior Tiktok

Artists and Fans Rally Around Halsey as TikTok-Label Debate Continues

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variety.com

Jem Aswad Senior Music EditorThe relationship between artist and label is often perceived as being between art and commerce, but it’s rarely that simple — and that ongoing push-pull has broken into the open with Halsey’s recent social media posts about her label apparently declining to release a new song until there was a viral TikTok “moment” to help promote it.No question: It’s crass when an artist’s creation is reduced to being marketed like a soft drink.

On the other hand, the label’s job is to promote the music in the most effective and creative way they can — and in subsequent posts and replies, Halsey wrote, “I value the expertise and work of all the amazing people at my label.

There are so many talented professionals there,” before taking exception to the manner in which the message was apparently delivered. “But surely we can have an opinion on the entry point of consumption they’re trying to enforce?!

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