Ash (The Clever References – guitar/vocals)
SPB: How important is TikTok platform for a DIY band?
Ash: It's a lottery ticket. You can do everything right on that platform, and find that the algorithm has changed and it's kinda left you behind. Alternatively, a piece of content you make might skyrocket you to fame that risks you being a passenger of unplanned notoriety.
As a platform, we found that the clock app is the most unpredictable in disseminating its content, but remains the only platform that lets people discover new acts, rather than just be fed a fraction of their following list and digital advertising. Although this is a function of how the clock app still needs to build up its cultural cache as "the place to be", where other platforms have more pressing monetary concerns on their minds (hence all the emphasis on ads).
Tl;dr, you can get lucky, you can get very lucky on the clock app. The only platform that grants you that possibility in 2022, this will not be the case in the near future we predict.
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Listen to "Christ, Is It That Time of Year Again?"
