Canada

TikTok Canada is closing soon. The Beaches and bbno$ warn it will hurt homegrown artists

In 2021, the music industry saw a significant shift with the rise of TikTok as a powerful platform for artists to gain exposure and reach global audiences. One such artist who experienced this firsthand was Canadian rapper bbno$. A simple TikTok video of him raising his eyebrows to the beat of his single “Edamame” catapulted his career to new heights. The platform’s Canadian team played a crucial role in amplifying the video with a safari-themed filter, leading to the song going six-times Platinum in various countries.

For Canadian musicians like bbno$, TikTok has become an essential tool for building their careers. Its algorithm allows songs to transcend borders instantly, giving emerging artists, especially those facing barriers in traditional channels, a chance at international success. However, with TikTok facing a shutdown in Canada due to national security concerns, many artists are concerned about losing this vital support.

The closure of TikTok’s Canadian operations could have far-reaching implications for artists like bbno$ and the Juno-winning band, the Beaches. Without the platform’s local team to boost their content and help navigate the digital landscape, Canadian artists may struggle to compete on a global scale. This could lead to a “bottleneck” in their careers, limiting their visibility and opportunities for growth.

Social media researcher Philip Mai highlights the potential impact of TikTok’s closure on Canadian artists, pointing out that it could decrease visibility and support systems for creators. TikTok CEO Shou Chew has expressed concerns about the shutdown’s repercussions, emphasizing the platform’s role in supporting creators and culture.

Indigenous creators, in particular, have benefited from TikTok’s initiatives like the Accelerator program, which has provided support and opportunities for nearly 400 participants since 2021. The government’s decision to shut down TikTok in Canada is met with disappointment from creators like James Jones, who feel that their voices are being silenced and their opportunities limited.

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As the future of TikTok in Canada hangs in the balance, artists and creators are rallying behind the platform, highlighting its importance in shaping their careers and amplifying their voices. The impact of TikTok’s potential closure goes beyond just a social media platform – it represents a loss of opportunities, connections, and support systems for Canadian artists, especially those from marginalized communities.

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