Historically, label artists are measured by their ability to make hit records for the medium of the moment. This remains a mainstay in music culture - from radio to MTV and streaming platforms - the ROI of an artist is rooted in dominating the soundwaves. Today, labels insist artists reconfigure their music so that they can claim a viral TikTok hit. This panel will discuss whether the need to go viral has hit a saturation point, can a medium overtake the music and how artists can create successful careers with their niche fanbase. With TikTok becoming the new pressure platform for the music industry, labels have not fully explored how to engage the superfans and monetize without also the risk of compromising an artist’s creative work.