Universal Music Group vs. TikTok, Elmo Gets An Earful, EU Objects to iRobot, Marketer Salaries Revealed, and Deepfake Danger

Universal Music Group (UMG) has removed all music from TikTok after failing to agree to contractual terms.

Causing user and creator dismay and anxiety from artists, TikTok is unparalleled for propelling artists into the mainstream, think Megan Thee Stallion. Aside from not featuring as part of trends, this change means UMG-signed artists can no longer post or promote their own music on the platform. 

Whilst the label claims it’s protecting artists’ revenues and catalogues from inadequate compensation from TikTok, there are concerns about the impact on artists shut out of this important cultural meeting place. The action certainly diminishes artists’ marketing and denies users the opportunity to find new music.

What does this mean for marketers? Top trending sounds are a quickfire way to shoot content higher up the feed, so the pullback by UMG means we all need to work harder to ensure content resonates.

Spare a thought for smaller artists who relied on TikTok, with Noah Kahan saying “I won’t be able to promote my music on TikTok any more…I’ll probably be OK, right?”

Elmo Gets an Earful on X

Generally, when someone asks, “How are you doing?” you don’t actually tell them, but Sesame Street is no place for lies. Cue a positivity post by Muppet toddler-favourite, Elmo, on X that brought a storm of replies and shares from followers and countless brands.

In response to “How is everyone doing?”, what seems like millions of Elmo memes were created across X, Instagram and TikTok that reflect users’ personal challenges and lifestyles, belying an outpouring of grief from some with one response reading “Not good Elmo, not good.”

Savvy brands jumped on the trend, mostly to promote a force for positivity, spawning threads off the original post and building communities. It’s a marketer’s social dream to create global virality, and it’s an accidental masterclass of how brands can harness organic social to generate awareness without spending a penny.

From being self-effacing to genuinely supportive, audiences engage more when brands act genuinely and human, rather than as marketers trying to hit a KPI. Be part of the global conversation, build communities, and be nice.

And this author is feeling pretty good this week; thank you for asking, Elmo.

EU Vacuums Amazon iRobot Deal 

We at Honey absolutely LOVE anything to do with smart home devices, particularly robot vacuums, so the collapse of Amazon’s purchase of iRobot got us talking.

Monopolisation concerns sparked European competition authorities to object to the threat of disproportionately promoting Roomba products on Amazon to the detriment of other brands. Whilst this is good news for smaller tech brands, there are worries about the impact of the Commission’s ruling on any brand looking for investment from dominant platforms like Amazon. In iRobot’s case, it’s now reportedly restructuring with the loss of 350 jobs, and shares are down more than 50% at the time of writing.

With increased regulation and competition analysis, brands need to look at how increased scrutiny will affect tie-ups with dominant tech houses.

Marketers Salaries Revealed

Marketing Week has teased the upcoming results of its 2024 Career and Salary Survey this week, with full details to be published in the next couple of weeks. From automotive to education, it highlights the best and worst-paid sectors for marketers. Read more here.

Deepfake Danger and Top Social Media Trends 2024

Our 2024 social media predictions have set tongues wagging among our communities, and we’d love to hear your thoughts about the emergence of UAIGC, a renewed focus on analytics, and hyper-personalised content.
And if this hasn’t got you thinking, read here about a deepfake scammer walking off with £19.8 million in the first-of-its-kind AI heist. 2024 is set to be an interesting year for tech; let’s hope to see its powers used for good.