As music gets pulled from TikTok, could it signal an end to dance challenges?
Plus a look at whether these trends are resonating with audiences anymore...
If you’ve been on TikTok lately, you might have noticed some videos have been muted. That’s because Universal Music Group has begun pulling songs from its artists over licensing rights.
In a letter addressed to artists and songwriters last Tuesday, UMG said it had been pressing TikTok on three issues: appropriate compensation for our artists and songwriters, protecting human artists from the harmful effects of AI and online safety for TikTok's users.
In response to UMG’s concerns, TikTok pushed back, saying it has reached “artist-first” agreements with every other label and publisher."Clearly, Universal's self-serving actions are not in the best interests of artists, songwriters and fans," TikTok said.
With UMG’s contract with TikTok now expired, the music label has started removing songs by big name artists including Taylor Swift, Harry Styles and Justin Bieber. K-pop acts like BTS, NCT, TWICE, &TEAM and ENHYPEN have also been significantly affected. However as of writing, not all artist catalogs have been muted on TikTok so far. That possibly has to do with where you are currently located in the world.
One of the first things that came to my mind when the removal of music started was how this will affect TikTok dance challenges in the future.
Any K-pop fan will know the sheer joy of seeing their favourite idols interacting together in a dance challenge. I will never forget the way San jumped up on everyone’s radar after ATEEZ released ‘Bouncy (K-Hot Chilli Peppers')’. Or the happiness BSS brought to everyone’s timelines when ‘Fighting’ was released.
In fact, TikTok dance challenges have even inspired me to attempt difficult choreography on my own. To this day, I remember the dance moves to PSY and Suga’s ‘That That’. But don’t ask me if it looks like anything good …because I’m sure it absolutely doesn’t!
While dance challenges have a way of capturing a fan’s attention, they’ve actually become a huge promotional tool for the K-pop industry to chart and sell albums.
The first time we saw the trend work its magic was back in 2020, when ZICO’s airy and cheerful ‘Any Song’ made its way across TikTok. Utilizing his musical connections with the likes of Hwasa and Chungha, the song became a viral success along with its simple choreography. And soon after, K-pop agencies and groups took notice of the trend and started producing their own dance challenge videos.
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Dance challenges have proved to be a pretty easy way to get fans involved in artist endeavours, and have even helped b-sides propel to success. In fact, ENHYPEN’s ‘Polaroid Love’ went viral after a dance challenge created by TikToker Reiner Acuario made its way around the platform and was even performed by the band members themselves!
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Dance challenges are also relatively cheap to produce. Though as we’ve seen in behind-the-scenes videos, it takes a team of make-up artists, lighting and production teams to shoot a short 30 second video.
However in the case of Jung Kook and Mingyu, it doesn’t take much to go viral. The pair danced to Seventeen’s ‘Super’ in work-out clothes and pretty horrible lighting. But given their immense popularity and a rare glimpse into the pair’s friendship, fans loved it. The video has since garnered close to 8 million likes!
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But now that many popular songs are being taken off of TikTok, it has me wondering what steps K-pop agencies will now take to promote new music. But also, whether dance challenges are reaching their end when it comes to potential.
As a frequent lurker of message boards, some fans have grown tired of dance challenges, saying they no longer feel “genuine” and are “repetitive.” Others have even commented that dance challenges aren’t fun anymore because they are hard for the average person to learn. Even the New York Times has reported that dances no longer dominate our “For You” pages. In fact, the majority of western artists have moved away from the trend altogether, making songs blow up by other means.
One example is Troye Sivan’s epic (and slightly unhinged) pursuit in promoting his Grammy-nominated hit ‘Rush’. He publicized his admiration and thirst for Stray Kids’s Hyunjin out on social media, and committed to the bit.
That ended up working in Sivan’s favour, with the pair eventually collaborating on a remix together with PinkPantheress. This was quite possibly one of the most creative marketing campaigns I’ve ever seen from an artist. And that largely came from Sivan’s relatability and ability to capitalize on passionate K-pop fans. (Because same, who can deny Hyunjin’s beauty?)
While I may be jumping the gun on eulogizing dance challenges overall, I do think the removal of some of K-pop’s biggest songs should signal a shift in marketing for the industry. Fans ultimately want more creative and relatable ways of getting music delivered and promoted to them. And while I love seeing idols dance together, the trend might not live forever on TikTok.
FIFTY FIFTY begins auditions for new members
ATTRAKT has begun looking for the new members of FIFTY FIFTY, nearly a year since a messy legal dispute that saw members Aran, Sio and Saena dropped from the group. It was revealed last month that ATTRAKT has initiated legal action against the three girls.
In Singapore earlier this month, 120 hopefuls auditioned for a spot on FIFTY FIFTY. Kaena, who is part of the original line-up, remains the sole member of the band.
According to The Straits Times, ATTRAKT is working on a tight timeline, hoping to finalize the group line-up in April and release new music by June.
IU teases collaboration with NewJeans’ Hyein
Two of my faves are joining forces! In her highly anticipated new mini-album The Winning, IU has revealed that she will collaborate with NewJeans’ Hyein on a song.
The song is called ‘Shh..’, which will also feature Cho Won-sun, a singer-songwriter from the band Roller Coaster. The tracklist for IU’s upcoming mini-album was unveiled on February 5, which will be led by two title tracks, ‘Shopper’ and ‘Spore.’
On January 24, IU pre-released her single ‘Love Wins All’, which has already achieved a perfect all-kill on the South Korean charts.
In other IU news, the singer also has been in an upcoming K-drama on Netflix, titled When Life Gives You Tangerines (working title). The television series will see her star opposite Reply 1988 actor Park Bo-gum.
What I’m listening to:
P1Harmony - ‘Killin’ It’ (album)
What can I say? My boys are ‘Killin It!’ After releasing mini-albums and singles, P1Harmony has finally released its first studio album on Feb. 5.
Jongseob, Keeho, Jiung and Intak all played a role in co-writing tracks on the 10-song album, which the band has described as its most “personal” project yet.
‘Killin’ It’ is a catchy synth-driven track that features an 808 base and fun rap verses that pay homage to hip hop from the late ‘90s and early 2000s.
P1Harmony has honestly come so far from its days performing in museums, which was the type of venue I first saw the group perform in during its rookie days. The members look more confident and comfortable in their skin these days. Not to mention, they all seem to be having a lot of fun during this comeback.
PSYCHIC FEVER - 'Just Like Dat feat. JP THE WAVY'
Speaking of TikTok, this is one instance of a song and band that has found its way to my heart through the algorithm. The rap flows! The vocal runs! The dance beat! And the choreography!!! I am ashamed to say that I have been sleeping on J-pop and that must come to an end. I’m going to need PSYCHIC FEVER to blow up this year because this song is freakin’ brilliant.
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I will never forget where I was when Jungkook and Mingyu dropped that blessed video. I love my 97liner bffs ! ARMYCARATS stay winning !