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This talk will go on in English.

Social media platforms have become indispensable tools for musicians to connect directly with their fans. Through channels such as Instagram, TikTok, Twitter, and Facebook, artists can share personal updates, exclusive content, and behind-the-scenes glimpses.

The rise of such platforms has had a profound impact on the consumption and creation of music. Musicians are adapting to the era of short attention spans by creating fragments that resonate within seconds. These shortened formats have challenged traditional song structures and paved the way for viral hits. Artists are exploring new ways to engage listeners and capture their attention in the fast-scrolling environment. This trend has led to shorter tracks, higher BPMs and soundscapes that meet the demands of social media platforms. Artists like James Blake have already been critical of this evolution.

TikTok in particular has become one of the tools for music discovery and promotion in the last three years. Both fledgling and already well-known artists have had to spend a lot of time promoting their music on TikTok in recent years. But recently, the music of artists like Taylor Swift, The Weeknd and U2 can no longer be heard on TikTok. Record label Universal does not want to sign a new deal with the platform because they are not willing to pay "appropriate compensation". Are Belgian musicians also thus losing their springboard to the general public?

Social media: a curse or a blessing for the music industry? That is the question we will try to answer during the next KU Leuven x AB Talk. The talk will be moderated by Lucas Declercq (vi.be), and the speakers are none other than Luca Carbone (KU Leuven), Inès Haddouch (Sony Music), Maxim Meyer Horn (Five Oh), Berre (artist).