Dancing In the Dark: How DJ Managers Are Shifting Social Strategies Amid Looming TikTok Ban
The bass may still drop, but where it lands is increasingly uncertain as TikTok hangs in the balance, leaving electronic music creators to navigate a social media landscape in flux.
ByteDance's TikTok app became accessible to US users again on Sunday afternoon after a brief outage, which occurred as a federal law came into effect banning the platform unless the Chinese-owned company divests from it.
President Donald Trump then signed an executive order on Monday that precludes his Attorney General from enforcing the law for 75 days, affording his administration "an opportunity to determine the appropriate course forward in an orderly way that protects national security while avoiding an abrupt shutdown" of TikTok.
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—and adapting to a life without it.
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.
Mike Lisanti, founder of the LA-based artist management agency MLennial, believes Instagram Reels and YouTube Shorts are the most effective fallback options if TikTok's ban is enacted—although he believes it's not going anywhere.
"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," said Lisanti, who stewards the careers of 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 Instagram Reels and YouTube Shorts will be the main way to supplement TikTok’s place in the market, as I don’t think any of these random Chinese TikTok replacement apps will be the answer."
"If TikTok actually does get banned, I believe it’s 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—as always—and 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."

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.
"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’s over. The fans are smart and guess what: they’re always right."
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.
"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’s unlikely to lose relevance anytime soon."

If TikTok does ultimately find solid ground in the US, it may face a reckoning as the music industry's most egregious diffuser of content culture, which often corrodes the creativity and mental health of artists. Considering the prevalent criticism of the platform for promoting a "content factory" mentality, Runzel believes a shift in mindset is crucial to avoiding burnout.
"Don’t approach it as 'constant content creation.' Instead, think about crafting visual art pieces to represent each track," he explains. "Shift the mindset from 'What content am I posting today?' to 'What visuals best express this music?'"
"And most importantly, prioritize your well-being," Runzel adds. "Sleep well, stay hydrated and make time for yourself. Balance is everything."
But if history tells us anything, it's that the electronic dance music community thrives on both resilience and reinvention. Look no further than ¥ØU$UK€ ¥UK1MAT$U, the Japanese DJ whose pulse-pounding Boiler Room set is currently going viral nearly a decade after he abandoned his construction job due to a malignant brain tumor.
As we dive into 2025, Lisanti's message for producers is clear: adaptability is key.
"Unfortunately I mainly see the backlash coming from artists and industry folks that are unwilling to adapt," he says. "The fans dictate who they want to support and see. Whether TikTok goes or not, artists are still on the hook for music-based short-form content on Instagram at the very least—whether it's live or at home."
"We live in a world where it's not about needing to be the strongest or the 'coolest' to survive, but the most adaptable businesses are the ones that tend to last longest."
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