(FILES) People gather for a press conference about their opposition to a TikTok ban on Capitol Hill in Washington, DC on March 22, 2023. - The US Supreme Court agreed on December 18, 2024, to hear TikTok's appeal of a law that would force its Chinese owner to sell the popular online video-sharing platform or shut it down. The top court scheduled oral arguments in the case for January 10, 2025, nine days before TikTok faces a ban unless ByteDance divests from the popular app. (Photo by Brendan Smialowski / AFP)

By Agence France-Presse

January 17, 2025

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NEW YORK — TikTok has dramatically changed music discovery and marketing -- a reliance the looming US ban on the popular app has underscored as the music world braces for an unknown future.

That the short-form video-sharing app might shut down in the United States starting Sunday has fostered a sense of "marketing apocalypse" across the industry, says Tatiana Cirisano, a music industry analyst at MIDiA Research.