This week, competition is at the heart of the conversation. TikTok is being used for political leverage, Warner is reclaiming what it's owed, YouTube is testing new subscriptions, and music is refocusing around the hits. Let’s see what’s going on!
#1. TikTok has some bright days still
In an exclusive interview with NBC on Sunday, May 4, the US President surprised many by expressing an unexpected fondness for TikTok. “Maybe I shouldn’t say this, but I have a little warm spot in my heart for TikTok,” the former president admitted, suggesting that another extension of the app’s sale deadline might not be off the table.
ByteDance, TikTok’s Chinese parent company, has faced mounting pressure to sell its US operations or face a total ban due to national security concerns. Since Trump took office, the company has already been granted two extensions, the latest pushing the deadline to June 19. Trump appears to be betting on TikTok as a way to maintain his connection with young Americans. He says he wants the issue resolved, though he has yet to provide a clear timeline. Meanwhile, his administration continues to take a hard line on China, particularly regarding tariffs.
One thing is clear: TikTok has become as much a political and strategic issue as it is a cultural one, and Trump clearly intends to use it as leverage in ongoing negotiations, and possibly even in his campaign.
#2. DSW in Warner’s Crosshairs for Unauthorized Music Use
Warner Music Group has filed a lawsuit against DSW (Designer Shoe Warehouse) for the unauthorized use of over 200 songs in TikTok and Instagram posts, often through partnerships with influencers. DSW, a company with more than 50 years in the business, allegedly used some of Warner’s most popular tracks without a license to boost its online visibility and drive sales. It’s a bold digital strategy, one that could end up costing the brand dearly: Warner is seeking up to $30 million in damages.
Today, brands are investing heavily in social media, where music has become an essential marketing tool. The problem? Many skip the licensing process. And DSW isn’t alone; Crumbl, Chili’s, Marriott, and the University of Southern California have all been targeted by major labels for similar violations.
Social media may be a powerful marketing playground, but when music drives sales, using it without permission comes at a cost.
#3. Is the Age of Musical Fragmentation Coming to an End?
The latest report from the BPI (British Phonographic Industry), analyzed by MIDiA Research, shows a slight rebound in the dominance of hits on the UK’s music streaming platforms. In 2024, the top 100 most-streamed tracks accounted for 3.8% of total streams—up from 3.7% the year before. It’s a small increase, but a meaningful one after years of steady decline. MIDiA suggests we may have reached “peak fragmentation,” that moment when audience attention, once scattered across countless songs and artists, begins to refocus.
This shift is likely fueled by highly publicized comebacks from superstars like Taylor Swift and Beyoncé, the rise of new talent, renewed label investment in artist development, and changes to streaming algorithms. Still, the implications go beyond the return of blockbuster artists: while listening habits may be stabilizing, the cultural center of gravity is increasingly shifting toward social media, where artists now build their fame outside traditional platforms. In other words, fragmentation may be slowing—but its ripple effects are just beginning.
#4. YouTube Prepares Its Upcoming Premium Duo Plan
YouTube is quietly testing a new two-person Premium subscription. Currently in pilot phase in India, France, Taiwan, and Hong Kong, this “Duo” option targets couples, roommates, or friends living under the same roof. The goal: to offer a more flexible and affordable alternative to the individual or family plans.
This new tier aims to attract more paying users as YouTube continues to diversify its subscription offerings, including Premium Lite, Music Premium, and Family, now joined by this mid-range option. In India, the Duo plan is priced at approximately $2.60 per month, sitting between the solo and family tiers. With 125 million Premium and Music Premium subscribers worldwide, YouTube is clearly stepping up its strategy in an increasingly competitive market.
#5. F1 Hits the Gas on Music!
Formula 1 isn’t just roaring on the track, it’s making serious noise on the playlists too! Around the Miami Grand Prix, the team behind the upcoming F1 film, produced by Apple Studios, kicked things into high gear with the flashy launch of “F1 The Album”, a soundtrack built to top the charts, featuring Ed Sheeran, Don Toliver, Rosé, Roddy Ricch, Doja Cat, Tate McRae, and more.
During the event, driver names were swapped out for artist names above the garages, and fans were treated to an immersive experience complete with racing simulators and an Apple Music-branded DJ booth. Meanwhile, Spotify launched a dedicated countdown, and limited-edition vinyl and cassette releases are already available for pre-order on Amazon and Target.
This is yet another bold marketing move showcasing the power and potential of sync deals in the music industry. With 17 tracks and a promotional rollout worthy of a Hollywood blockbuster, F1 The Album is gunning for the same cultural impact as the Fast & Furious soundtracks. The verdict? In theaters starting June 27.
