ByteDance has revealed that it will shut down TikTok Music, its global music streaming platform, by 28 November 2024. This decision comes after encountering a range of strategic hurdles, including difficulties in securing music catalogues from major record labels and a shift in focus from the company itself.
A notice on TikTok Music’s website reads, “We are sorry to inform you that TikTok Music will be closing on 28 November 2024.”
TikTok Music was initially launched in 2023 in regions like Brazil and Indonesia and later expanded to countries such as Australia, Singapore, and Mexico. It had some early success. However, ByteDance has ultimately decided to discontinue the service globally.
Conceived as a potential competitor to music giants like Spotify and Apple Music, TikTok Music leveraged the enormous user base of TikTok’s short video platform. Despite this advantage, the platform faced significant setbacks, especially after Universal Music Group withdrew its catalogue due to disagreements over royalties, stunting its growth. ByteDance is now redirecting its efforts toward music discovery through TikTok features like “Add to Music,” allowing users to integrate music from TikTok into external platforms such as Spotify and Apple Music.
According to Ole Obermann, global head of Music Business Development, TikTok, in a statement, “Our Add to Music App feature has already enabled hundreds of millions of track saves to playlists on partner music streaming services. We will be closing TikTok Music at the end of November to focus on our goal of furthering TikTok’s role in driving even greater music listening and value on music streaming services for the benefit of artists, songwriters, and the industry.”
In preparation for the shutdown, ByteDance has given users until 28 October 2024 to transfer their playlists to other music streaming services. Refunds will be available, and all ongoing subscriptions will be automatically cancelled. By 28 November 2024, all user data on TikTok Music will be permanently deleted as part of the closure.
This shift indicates ByteDance’s strategy to collaborate with established music streaming companies rather than directly compete with them. With the termination of TikTok Music, the company plans to enhance music discovery within the TikTok app itself, emphasizing user experience and music integration rather than standalone streaming.
In essence, the closure of TikTok Music marks the end of ByteDance’s brief venture into the competitive music streaming industry, signalling a broader adjustment in its approach to music services.
