TikTok’s short clips are forcing radio to adapt its programming
By the AFREEQUE newsroom, based on Bizcommunity
Masi Mdingane, head of 5FM and Good Hope FM, says TikTok is changing music listening by popularising short clips before full songs are played on the radio. He is calling on commercial radio stations to adapt their programming and role, according to Bizcommunity.
Videos posted on TikTok last less than 60 seconds on average, forcing music radio stations to rethink their programming and their role in discovering artists, says Masi Mdingane, commercial manager of 5FM and Good Hope FM, in an analysis published by Bizcommunity.
According to Masi Mdingane, songs often arrive on TikTok’s “For You” page before they are played on the radio. The platform has not eliminated the three-minute pop song format, but it has changed how listeners discover tracks and artists, Bizcommunity writes.
Summary produced with the help of artificial intelligence tools, under AFREEQUE’s editorial responsibility.
