The music industry's relationship with TikTok has evolved beyond simple dependence, with many executives now viewing the platform's potential US ban with relative indifference. This shift stems from both underwhelming financial returns and the platform's contentious relationships with rights holders.

Data from DMN Pro reveals that Universal Music Group earned more from paid downloads than TikTok royalties before their recent dispute. Moreover, research by Duetti shows that among the less than 1% of tracks that go viral on TikTok, only about 15% achieve sustained streaming growth on major platforms like Spotify and Apple Music.

Enter Chartmetric's new Talent Search Tool, which analyzes data from over 10 million artists to identify future stars. The tool assigns daily scores from 1-10 across various metrics, considering both Performance Metrics (engagement rates, streaming growth, playlist additions) and Contextual Metrics (editorial placements, geographic reach, demographics).

Key features of the tool include:

• Comprehensive data analysis from multiple platforms
• Customizable filters for genre, region, gender, and career stage
• Integration of both quantitative and qualitative metrics
• Flexible application for various industry stakeholders

The tool serves multiple purposes beyond traditional A&R:

• Artist managers can track progress and refine strategies
• Marketers can access detailed audience demographics
• Educational institutions can use it for industry training
• Publishers can identify consistent performers

While this sophisticated approach might spark new signing competitions, it represents a more nuanced, data-driven evolution in talent discovery compared to the traditional TikTok virality chase. Success with the tool requires understanding context and interpreting metrics effectively, marking a significant departure from conventional A&R methods.

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