TikTok & A&R: How Short Form Platforms Break Stars

Date TBA


With the rise of short form video content on platforms like TikTok, Reels, and more - comes a whole new sound and way of breaking new artists. Gen Z has created a self-sustaining machine, where creators have more power than label A&R’s and can break a new artist overnight - that is assuming the sound is easily clippable as an audio - and catchy as hell. In this discussion we’ll hear from the leading voices who have helped understand and launch mega successes through these platforms leading to cracking the Billboard Hot 100 and more.

Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.

Primary Entry: Music Badge, Platinum Badge, Artist Wristband
Secondary Entry: Film Badge, Interactive Badge
Format: Panel
Event Type: Session