'There are guiding principles': Tech and label execs talk TikTok and Instragam

Mark Sutherland

If you’re looking for a Christmas after-dinner game this festive season, why not ask your guests what Lewis Capaldi, Billie Eilish, Stormzy, Little Mix, Lil Nas X, Ava Max, Caravan Palace and Regard all have in common.

If your guests are in the music industry, however, they will almost certainly know the answer: all of them – and many more artists besides – have been given a significant boost this year by Instagram and/or TikTok.

Other platforms are available, of ...

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