App giant TikTok faces opponents on all sides as politicians and tech rivals alike look to topple the reigning king from it’s throne. Triller, an app that allows users to perform and use the app to edit and share their work, has lured away some of TikTok’s biggest stars, and has signed on with some huge names in the music industry as well.
What is Triller?
Triller is an app that launched originally in 2015 as, “a game-changing music video maker app.” In the beginning, Triller provided lip-sync and editing software that users could share on other social media platforms. But in 2016, the app altered it’s function to allow for it’s own internal sharing, and functions similarly to TikTok. Users can create, edit, and share their work directly within the app. More recently, huge artists and executives in the music industry have signed on to partner with Triller, and some artists have agreed to produce exclusive content. Artists like The Weeknd, Marshmello, Snoop Dogg, Tyga, Lil Wayne, the late Juice WORLD, T.I., and Kendrick Lamar will all have exclusive partner content for users to access.
Why are big music names getting involved?
Forbes reports, “Bobby Sarnevesht, Executive Chairman of TRILLER and partner at Proxima Media, which manages TRILLER, commented on the app’s growing role in the industry, saying ‘TRILLER has been attributed as the source leading to more Platinum and Gold records than any other social platform.’
With the app, users can make music videos to a wide variety of tracks streamed for free via TRILLER’s licensing partnerships with studios like Warner Music Group, Universal and Sony Music Entertainment. These partnerships with studios allow users to make and share their own videos without worrying about incurring licensing fees, legal issues and other technicalities.
‘With TRILLER, we’re trying to create a wholesome ecosystem for the music world, so we created social streaming to benefit everyone in the system,’ Sarnevesht said.”
With users having such personal and easy access to the content produced by their favorite artists, it’s easy to see why so many are eager to be involved. It’s not just artists who are signing on, either. Industry giants like Marshmello’s manager, Moe Shalizi, and former manager for the late Avicii, Ash Pournouri, have also opted to invest in and partner with the up-and-coming app titan.
Who is winning the battle between TikTok and Triller?
Right now the answer is resoundingly Triller. Not only is TikTok facing political woes as President Donald J Trump issued an executive order to ban the app amidst alleged security concerns, but Triller began dominating in app downloads. Triller jumped to the number 1 downloaded iPhone app on August 1st. On August 2nd, Triller released a statement discussing their success, which said in part, “Triller has reached an unprecedented milestone today, ranking #1 in all categories in the app store in 50 countries including the United States, Australia, France, Great Britain, Italy, and almost every major country in which it is available. This ranks Triller ahead of Facebook, YouTube, Instagram, and Snapchat and every other app.”
Sudden success for the 5-year-old app
With the COVID-19 pandemic on the rise, users are looking for new ways to interact with the internet and with one another. They have sought new methods of entertainment, and apps like TikTok and Triller have risen to the challenge. But with TikTok facing an uncertain future, Triller’s user-friendly and broadly appealing style has caught the attention of not just music industry giants; social media stars are also signing on for a ride to success. Sway House alum and TikTok superstars Josh Richards, Griffin Johnson, Noah Beck, and Anthony Reeves have all decided to leave TikTok and exclusively produce content for Triller, citing security concerns according the Los Angeles Times. They’re also on Triller’s payroll now. Richards will be acting as the chief strategy officer, while Beck, Griffin, and Reeves will be both investors and equity shareholders.
TikTok move over, Triller’s the king
With all numbers pointing to growing success for Triller and TikTok trying to hold on as uncertainty broils for the Chinese-company-owned app, it seems like there’s a new king on the throne. While loyal content producers and users may currently be sticking with their TikTok accounts, if TikTok can’t strike a deal with an American-based company to purchase them, soon the app will be out of reach for users in the US. With that sort of yawning void on the horizon, Triller has the perfect opportunity to cement itself as the new face of entertainment in the landscape of pandemic-era US.