However, the future of the platform that turned tracks like Kenya Grace’s “Strangers” into overnight sensations remains precarious. TikTok’s algorithmic boost helped catapult countless electronic artists into the mainstream, but that same dependence on short-form content has left many vulnerable to the app’s uncertain future\u2014and adapting to a life without it.<\/p>\n
From the grim “dancefloors” of pandemic metaverse raves to the mind-boggling Vegas Sphere, electronic music artists have always adapted to new spaces, but the potential ban has accelerated a diaspora of talent across platforms.<\/p>\n
Mike Lisanti, founder of the LA-based artist management agency MLennial<\/a>, believes\u00a0Instagram Reels and YouTube Shorts\u00a0are the most effective fallback options if TikTok’s ban is enacted\u2014although he believes it’s not going anywhere.<\/p>\n “If a permanent ban were to happen, the amount of American jobs it would wipe within the US TikTok offices alone would be staggering to say the least,”\u00a0said Lisanti, who stewards the careers of Seven Lions, Crankdat, BARELY ALIVE, Kompany and other influential electronic music producers. “Could its great algorithm go away if it gets bought? Maybe, but I do think focusing on\u00a0Instagram Reels and YouTube Shorts\u00a0will be the main way to supplement TikTok\u2019s place in the market, as I don\u2019t think any of these random Chinese TikTok replacement apps will be the answer.”<\/p>\n “If TikTok actually does get banned, I believe it\u2019s the ultimate lesson for all creators to not put their eggs in one basket,” he continues. “I think that people need to prep for the worst\u2014as always\u2014and make sure that anything they are promoting on TikTok is repurposed for Instagram Reels (or as a first slide on a carousel), as well as YouTube Shorts, even if you have to deploy a plan to retroactively roll items out with style.”<\/p>\n Rukes<\/a><\/p>\n<\/figcaption><\/figure>\n The viral potential of that algorithm offered a tempting shortcut to recognition in an increasingly crowded field. But as TikTok’s future hangs in the balance, many are finding that the painstaking path of community-building is more sustainable in the long run.<\/p>\n “The most important thing for an artist to focus on is to do everything in their power to build an organic and authentic connection with their fans,” Lisanti adds. “The first second people notice a lack of authenticity, the trust is gone and it\u2019s over. The fans are smart and guess what: they\u2019re always right.”<\/p>\n Will Runzel, founder of the electronic music management powerhouse Prodigy Artists, points to SMS marketing as a vital strategy for fostering that genuine communication with fans.<\/p>\n “Artists should focus on building direct-to-consumer platforms that suit their needs. There are plenty of modernized options available for this,” says Runzel, who manages NGHTMRE and SLANDER, among other superstars. “In addition, SMS capture and communication remain crucial. It’s a reliable way to stay connected with fans, and it’s a strategy that\u2019s unlikely to lose relevance anytime soon.”<\/p>\n![](\"http:\/\/nydoctorprofile.org\/wp-content\/uploads\/2025\/01\/palladium38_041.jpg\")
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