.mxmtoon: 'If I'm open and honest about my queerness, it allows other people to be open and honest about theirs, as well' QueerMusicWeek
” — says that the connections TikTok builds have resulted in an unprecedented transfer of power from labels to musicians. Although the 25-year-old singer-songwriter published five music videos in 2021, he tells MTV News, “This year, my budgets got cut for music videos, and the explanation was, 'You're making TikToks for free, and they're doing much more to build your audience than these very expensive music videos.
For Rogers, this power has primarily come in handy after, not before, signing to a label. Facet had already offered him a deal before he joined TikTok right as the pandemic began. His following on the platform has since grown to just under 300,000, with a few million-plus-views videos on his page, plus the “” video that first took him viral in May 2020. He hasn’t needed a TikTok megahit like Burns’s “Go” or Mxmtoon’s “Prom Dress” to build a devoted following on and beyond the app.
Of course, TikTok comes with its challenges for musicians, even beyond the potential for censorship. The app has enforced bans in several languages on certain LGBTQ+-related words. It has also shadowbanned queer TikTok content in countries with no recent history of anti-LGBTQ+ legislation.
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