Redesigning the Music Industry: An Interview with Deborah Coker

Deborah Coker is a music industry expert who works in publicity at Atlantic Records, which is the record label that's home to artists like Cardi B, Ed Sheeran, Jack Harlow, Lizzo, Kelly Clarkson, Meek Mill, Silk Sonic, NBA YoungBoy, and many, many more. Over the last 70 years, Atlantic has been a fundamental staple of the music industry. Iconic artists like Cher, Aretha Franklin, the Rolling Stones, Led Zeppelin, and countless others have belonged to the company. Deborah shed light on how the record labels are navigating and utilizing TikTok as a tool from an insider’s perspective.

Source: Dana Galo l TikTokers Taking Over the Music Industry

How effective of a promotional and marketing tool for artists and labels would you consider TikTok? Has TikTok changed the way that music or artists are promoted?

"TikTok is an extremely effective promotional tool for artists as long as they use it aesthetically as a member of the community and not as an outside entity looking in."

How much value does collaborating with an influencer provide in promoting a song or project?

"It can provide a lot of value depending on how big an influencer and if the follower demographic of the influencer and artist intersect. I also think the length of the collaboration is an important factor. Is it one video posted on one platform or multiple videos and interactions?"

What would you say is the role that social media, specifically TikTok, plays for you as a publicist?

"We publicists try to stay out of social media and leave that up to the digital marketers."

Does TikTok serve as a good focus group or sounding board to better connect with young listeners?

"For sure!"

Is blowing up on TikTok the new formula to ending up on the Billboard charts?

"I wish It was as easy as a formula but it genuinely isn’t. Some songs have a long life on TikTok that never translates to the Billboard charts. Some songs premiere on TikTok and then we immediately see their streaming numbers grow. There really is no formula."

How effective is social media in getting a song to blow up? Is there a correlation between its success on TikTok and it’s success on Spotify or Apple Music?

"Very effective. Social media is a huge tool for artist discovery. And, yes, there is usually a positive correlation between a song’s success on TikTok and its success on streaming platforms."

What is the biggest impact that TikTok has had on the music industry?

"I believe the biggest influence TikTok has had on the industry is really hard to pinpoint. There have been so many."

Do you think that the role that TikTok now plays in the music industry benefits the consumers, artists, or labels more?

"Probably the labels."

Do you think TikTok is the future of the music industry?

"Maybe, but I also think in 5 years from now there will be a new platform and a new one after that."