Post Malone says he struggles “to make something natural” on TikTok

nme.com:

Post Malone has discussed his relationship with TikTok, saying he struggles “to make something natural” on the social media platform.Conversations around the demands on artists from record labels to use the platform have been in the headlines in recent weeks after Halsey shared a number of posts claiming that their label were holding a new song hostage until they could “fake” a viral TikTok.Taking to their TikTok page, the singer – who released latest album ‘If I Can’t Have Love, I Want Power’ last year – said in a post titled “I’m tired” that there is new music she wants to release “ASAP,” but that “marketing” is getting in the way and the label won’t let her share the new song.The song, ‘So Good’, has now got a release date of June 9, with her label Capitol Records telling Halsey publicly: “We love you and are here to support you.

We are an artist first company that encourages open dialogue. We have nothing but a desire to help each one of our artists succeed, and hope that we can continue to have these critical conversations.”In a new interview with Zane Lowe for Apple Music, Post Malone said it was “interesting to hear” Halsey’s opinion, adding that, for himself, it’s “just so hard for me to make something natural” on TikTok.Asked by Lowe whether he believes he is successful enough to push back at any label demands for social media content, he said: “I just think it’s my personal opinion and the changes that I’ve made mentally to distance myself from that and that’s really impacted my life in a positive way.”He added: “Do what’s right for you.

It’s not choosing whether you’re like, ‘Oh I don’t have to do that because I play arenas, I headline festivals.’ It’s just whatever makes you comfortable because, at the end of.