In this episode, we delve into the implications of Universal Music's decision to remove their catalog from TikTok, examining the platform's role in music marketing rather than monetization. We discuss the critical need for creators to diversify their business models to avoid over-reliance on social media platforms like Instagram and TikTok. Additionally, we explore potential outcomes if Universal's music does not return to TikTok, highlighting the significance of nurturing relationships with talent and agent managers. The conversation also covers strategies for brands looking to effectively utilize TikTok for their marketing efforts.