Multi platinum artist Halsey challenged the music industry through a simple and direct TikTok video. By breaking out of the box of industry expectations, Halsey has unintentionally promoted the following question: is artist authenticity in the age of TikTok of greater value than label marketing teams’ goals? Is social media an extension of the artist's creative output or simply another marketing channel? Our speakers all have experience launching viral moments and on this panel will launch into a lively discussion on marketing vs. art and what authenticity means on social media.