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#TECHNEWS TikTok partners with Blockchain

On August 17, TikTok announced it will partner with Audius, a streaming music platform, to manage its expansive internal audio library.

Audius was not the obvious choice for partnering with the short video giant. A digital music streaming startup founded in 2018, it isn’t one of the major streaming services such as Apple Music or Spotify.

And, even more unusual, Audius is one of the first and only streaming platforms run on blockchain.

Remind me, what is blockchain?

Blockchain is a technology that stores data records and transfers values with no centralized ownership.

Transaction data on these systems are stored as individual “blocks” that sequentially link together when connected by timestamps and unique identifiers to form “chains”.

For music, this means individual songs are assigned unique codes, and clear records are stored each time a song is played. It can also mean more streamlined and transparent payments.

Platforms like Spotify and Apple Music use a “pro-rata” model to pay artists. Under this system, artists get a cut of the platform’s overall monthly revenues generated from ads and subscription fees, as calculated by how many times their music was played.

The pro-rata model has been criticized by independent artists and analysts for maintaining a “superstar economy” in which the most popular artists claim a majority share of monthly revenue.

Facilitated by its blockchain system, Audius uses a “user-centric” model, where artists receive revenues generated by the individual users who stream their music directly.

That is, payments are generated for artists more directly from people streaming their songs.

While the biggest streaming players have refused to abandon pro-rata payments, Deezer — a French music streaming service with around 16 million monthly active users — has taken the first steps towards user-centric payments.

Now, it seems TikTok may be poised to follow.

And how does TikTok work?

With over 800 million monthly active users, TikTok is the world’s largest short video platform and has become a significant force in the global music industry.

Once on TikTok, songs can be used as background for short videos — and can go viral.

Currently, putting independent music on TikTok requires the help of a publisher or companies like CD Baby or TuneCore that charge a fee or take a cut of revenues.

Audius will enable independent artists to upload music directly to TikTok. This would be a boon for musical artists given the centrality of music on TikTok and the platform’s propensity for failing to properly credit artists for their work.

Recent research into blockchain systems in book publishing suggests the technology can lead to improved tracking of intellectual property and increased royalty payments to independent authors. The same may be true for independent musicians on TikTok, but a history of overstated claims and unfulfilled promises warrants measured expectations.

Read more at TNW

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