ARIA Pressures TikTok to End Content ‘Test’: ‘Australians Deserve Better’

MELBOURNE, AUSTRALIA — Label trading body ARIA has questioned the motives behind TikTok’s “test” of users in these regions, prompting the short-form video platform to take action against all Australians, to all music. has requested that access be restored immediately.

Earlier this month, ByteDance confirmed that it was conducting an experiment in Australia. In Australia, TikToker will limit music options for soundtrack clips.

A TikTok representative said in a statement: “Over the next few weeks, we will be conducting tests in Australia to analyze how music is accessed and used on our platform. It’s not included in this test and we don’t expect it to affect everyone on TikTok.”

“Testing is ongoing” and the app “expects that some users will lose access to the full music and sound library. For over half of our community, their experience has not changed. , the test does not affect them.”

It’s unclear how many users lost the experience, what titles and music labels were removed, or what TikTok hopes to gain from this procedure.

In one scenario, if TikTok finds users stay and stick with the app despite the lack of major label hits, the tech company could have an edge when negotiating content licenses. Observers say there is.

On Wednesday (February 15th), ARIA spoke to the elephant in the room.

In a carefully worded statement, ARIA has cast doubt over the coming weeks on TikTok’s “decision to limit and remove access to music for select Australian creators and users” on the platform. I’m here.

“It is frustrating to see TikTok deliberately disrupting the experience of Australian users and creators and downplaying the importance of music on their platform,” said ARIA CEO. commented in a statement.

“After building a platform using artist content and fan relationships, TikTok is now trying to streamline artist compensation cuts by “testing” the role of music in content discovery. “

Herd points to a reduction in TikTok’s past mission statements.

“This is despite what Ole Obermann, TikTok’s global head of music said in 2021: ‘Music is at the heart of the TikTok experience,’” improving and enhancing the platform’s extensive sound library. However, just five months ago, TikTok Chief Operating Officer Vanessa Pappas said that 80% of the content consumed on TikTok is programmed by algorithms.

If so, Hurd explains: TikTok can pre-configure its Australian algorithm to deliver the desired results within the parameters you define. “

And what result does ARIA want?

“Australians deserve better,” Hurd concludes. “TikTok should end this ‘test’ immediately and make the music accessible to all users and creators.”

TikTok is a big hit with Gen Z in Australia and has already become a more popular social platform than Twitter among all internet users in these regions. Digital 2022 Australia report.

Users spend 40% more time scrolling through apps each month compared to the previous year, according to an annual survey, now surpassing Twitter among internet users who regularly use the platform .

Separately, TikTok recently launched SoundOn in Australia. This is a tool that allows creators to directly upload their music and get paid.

Already up and running in the US, UK, Brazil, Indonesia and beyond, the new platform allows independent emerging artists to navigate the service, upload music and get paid for its use, and market themselves on TikTok. , advertise and help distribute music to external DSPs. .

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