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Maybe unsustainable in the traditional sense, but if they can negotiate contracts with the talent on their platform, that may be a different avenue for profitability.

I mean look at the success of Lil Nas X. Highly successful TikTok talent.

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I'd argue that Lil Nas X had success in spite of TikTok, not because of it. His single was amazing -- just fantastic content all around. 180+ million hits on YouTube doesn't lie. He would've blown up regardless of platform.

Music video seems to have a massive increase in view numbers over any other kind of video category. I question how valid the view numbers are! There must be a lot of computers/tv's left on playing music in burger kings or airports.

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