ByteDance is pulling the plug on its music streaming service, TikTok Music, globally this November, as per an announcement on their website. The message reads, “We are sorry to inform you that TikTok Music will be closing on 28 November 2024,” marking the end of its competition with giants like Spotify and Apple Music in countries like Indonesia, Brazil, Australia, Singapore, and Mexico.
ByteDance has yet to comment on this development.
TikTok Music was a rebranded version of ByteDance’s earlier product, Resso, first rolled out in India and Indonesia in 2019 before extending its reach to Brazil. In 2023, ByteDance transitioned Resso users in Brazil and Indonesia to TikTok Music, later expanding the service to new markets including Singapore, Australia, and Mexico. However, Resso faced a setback when it was banned in India earlier this year due to government orders.
TikTok, the viral video platform known for music discovery, seemed a natural pivot for ByteDance to drive music streaming. The platform has a proven track record of skyrocketing artists and songs to fame almost overnight. A joint study by TikTok and the entertainment data firm Lumiate highlighted TikTok’s significant role in boosting artists’ streaming numbers and fostering music discovery.
ByteDance also owns SoundOn, a music distribution platform, and hoped to leverage TikTok’s ubiquity to bolster its streaming ecosystem. Unfortunately, the endeavor appears to have fallen short of expectations.
Adding to the complications, TikTok’s relationship with the music industry has been tumultuous. Earlier this year, Universal Music Group (UMG) removed its catalog from the platform over royalty disputes. TikTok retorted by accusing UMG of spreading a “false narrative.” Despite this friction, both parties reconciled and struck a new agreement in March.
Meanwhile, TikTok faces another hurdle as it contests a bill that could lead to a ban of the app in the U.S., a market valued at approximately $12 billion. This legislative battle might have stymied ByteDance’s aspirations to expand TikTok Music to the American market.
In conclusion, it appears that despite TikTok’s remarkable influence in music discovery, ByteDance’s ambition to convert this success into a standalone music streaming service with TikTok Music has faced insurmountable challenges leading to its imminent closure.
