{"id":725,"date":"2025-01-14T12:21:25","date_gmt":"2025-01-14T11:21:25","guid":{"rendered":"https:\/\/master-crdm.parisnanterre.fr\/blacksheep\/?p=725"},"modified":"2025-02-10T19:34:43","modified_gmt":"2025-02-10T18:34:43","slug":"tiktok-lavenir-de-lindustrie-musicale","status":"publish","type":"post","link":"https:\/\/master-crdm.parisnanterre.fr\/blacksheep\/tiktok-lavenir-de-lindustrie-musicale\/","title":{"rendered":"TikTok : l\u2019avenir de l\u2019industrie musicale ?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"725\" class=\"elementor elementor-725\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5e6745a3 e-flex e-con-boxed e-con e-parent\" data-id=\"5e6745a3\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-f288dab elementor-widget elementor-widget-text-editor\" data-id=\"f288dab\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Par C\u00e9lia Achour<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p>Les plus gros succ\u00e8s musicaux de ces derniers mois dans le monde ont tous un point commun : ils ont d\u2019abord fait le buzz sur la plateforme <i>TikTok, <\/i>avant de toucher un public beaucoup plus large.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p>Anciennement <i>Musical.ly, TikTok<\/i> est devenu le r\u00e9seau social incontournable pour les artistes, surtout aupr\u00e8s du jeune public. De plus en plus d\u2019artistes sont r\u00e9v\u00e9l\u00e9s ou boost\u00e9s par de courtes vid\u00e9os sous forme de danse ou de d\u00e9fi. <i>TikTok<\/i> a d\u00e9velopp\u00e9 une nouvelle mani\u00e8re de d\u00e9couvrir et d\u2019\u00e9couter de la musique : il n\u2019est plus question de se plonger dans une chanson de trois minutes ou plus, mais plut\u00f4t d\u2019y rep\u00e9rer des rythmes courts et dansants propices \u00e0 la cr\u00e9ation d\u2019une chor\u00e9graphie, ou d\u2019identifier des paroles pouvant \u00eatre d\u00e9tourn\u00e9es afin de cr\u00e9er un challenge par exemple.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<h2><strong>Le r\u00e9seau social le plus influent pour la musique<\/strong><\/h2>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p>L\u2019an dernier, le jeune rappeur Lil Nas X sortait le titre <i>Old Town Road<\/i> dans l\u2019anonymat le plus total. Apr\u00e8s une viralit\u00e9 acquise sur<i> TikTok<\/i> et un remix enregistr\u00e9 avec le chanteur de country Billy Ray Cyrus, son single battait, quelques mois plus tard, le record de long\u00e9vit\u00e9 en t\u00eate des ventes, d\u00e9tr\u00f4nant Despacito.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p>En avril 2020, alors que la France est confin\u00e9e, Wejdene, jeune influenceuse originaire de la banlieue parisienne et inconnue du grand public, poste sur <i>TikTok<\/i> un extrait de sa chanson Anissa et lance le \u00ab #AnissaChallenge \u00bb. Sur <i>YouTube<\/i>, le clip de la chanson a atteint le million de vues en quelques jours, avoisinant d\u00e9sormais les 61 millions de vues. M\u00eame chose pour son deuxi\u00e8me titre Coco, visionn\u00e9 plus de 30 millions de fois.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<h2><strong>Un atout marketing non n\u00e9gligeable<\/strong><\/h2>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p>Avec 500 millions d\u2019utilisateurs actifs, <i>TikTok<\/i> fait d\u00e9sormais partie int\u00e9grante du paysage du marketing musical. Devant un tel potentiel, les maisons de disques tentent d\u2019\u00e9laborer de nouvelles strat\u00e9gies, avec l\u2019aide des labels relations de <i>TikTok<\/i>. Le r\u00e9seau social agit comme une radio aupr\u00e8s des jeunes, qui passent plus de temps sur celui-ci que sur <i>YouTube<\/i> ou <i>Instagram<\/i>. \u00c0 l\u2019heure actuelle, une vid\u00e9o sur <i>TikTok<\/i> a plus d\u2019impact qu\u2019un clip vid\u00e9o.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p>L\u2019enjeu r\u00e9side dans un choix capital : extraire d\u2019une chanson une s\u00e9quence de quelques secondes partag\u00e9es aux internautes dans la biblioth\u00e8que<i> TikTok<\/i>. Une affaire de strat\u00e9gie pour trouver le gimmick suffisamment accrocheur qui sera repris dans les vid\u00e9os des utilisateurs, dans leurs chor\u00e9graphies ou leurs mises en sc\u00e8ne. Le r\u00f4le des influenceurs est aussi d\u00e9cisif pour assurer le service apr\u00e8s-vente. Pour acc\u00e9l\u00e9rer le succ\u00e8s, certains labels sont pr\u00eats \u00e0 s\u2019offrir les services d\u2019influenceurs au prix fort.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p>Une chose est s\u00fbre, <i>TikTok<\/i> voit les choses en grand et se donne les moyens pour r\u00e9ussir. Une figure de la major Warner Music a \u00e9t\u00e9 nomm\u00e9e directrice du contenu musical et des relations avec de nombreux artistes. Loin de se restreindre \u00e0 la production et la diffusion de vid\u00e9os courtes, l\u2019entreprise chinoise a lanc\u00e9 en mars sa propre plateforme de t\u00e9l\u00e9chargement intitul\u00e9e <i>Nesso,<\/i> d\u2019abord en Inde et en Indon\u00e9sie, pour concurrencer d\u2019autres plateformes musicales telles que <i>Spotify<\/i>, <i>Deezer<\/i> ou <i>Apple Music<\/i>.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<h2><strong>Une plateforme que les \u00ab grands \u00bb tentent d\u2019imiter<\/strong><\/h2>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p>En 2018, <i>Facebook<\/i> avait d\u00e9j\u00e0 tent\u00e9 de contre-attaquer avec l\u2019application Lasso : un \u00e9chec. Lasso \u00e9tait compar\u00e9 \u00e0 une sorte de clone de <i>TikTok<\/i>, avec ses fonctionnalit\u00e9s similaires. Malgr\u00e9 tout, <i>Facebook<\/i> n\u2019a pas su s\u00e9duire les jeunes internautes.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p>Instagram a, \u00e0 son tour, lanc\u00e9 une nouvelle fonctionnalit\u00e9 appel\u00e9e les \u00ab<i> R\u00e9els \u00bb<\/i>. A l\u2019image de ce que propose <i>TikTok<\/i>, ce nouveau service permet aux utilisateurs de partager des vid\u00e9os courtes et a pour but d\u2019accentuer le divertissement sur le r\u00e9seau social.<\/p>\n<p><a href=\"https:\/\/master-crdm.parisnanterre.fr\/blacksheep\/lessoufflement-des-grammy-awards\/\">Lire aussi<\/a><\/p>\n<p><!-- \/wp:paragraph --><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Les plus gros succ\u00e8s musicaux de ces derni\u00e8res semaines dans le monde ont tous un point commun : ils ont d\u2019abord fait le buzz sur la plateforme TikTok, avant de toucher un public beaucoup plus large.<\/p>\n","protected":false},"author":8,"featured_media":1622,"comment_status":"close","ping_status":"close","sticky":false,"template":"","format":"standard","meta":{"_FSMCFIC_featured_image_caption":"","_FSMCFIC_featured_image_nocaption":"","_FSMCFIC_featured_image_hide":"","footnotes":""},"categories":[14,18],"tags":[],"class_list":["post-725","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-culture","category-edition-2021"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>TikTok : l\u2019avenir de l\u2019industrie musicale ? - Black Sheep<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/master-crdm.parisnanterre.fr\/blacksheep\/tiktok-lavenir-de-lindustrie-musicale\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta 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