Watch: Halsey Claims Record Label is Holding Back New Song, Wants 'Fake Viral Moment' on TikTok

by Kilian Melloy

EDGE Staff Reporter

Sunday May 29, 2022
Originally published on May 23, 2022

Halsey  (Source:Evan Agostini/Invision/AP, File)

Halsey took to TikTok on May 22 to claim that their record company won't let them release a new song unless it comes with a "fake viral moment" for TikTok.

Variety reported that the openly bisexual recording artist, whose pronouns are "she/her" and "they/them," posted a 29-second clip to the platform in which their comments are superimposed as text while they look into the camera and nod their head along to a song — presumably the song they're referring to — that plays in the background.

"Basically, I have a song that I love that I want to release ASAP, but my record label won't let me," the text explains.

The text goes on to say: "I've been in this industry for eight years and I've sold over 165 million records and my record company is saying I can't release it unless they can fake a viral moment on TikTok."

The clip ended with this text: "Everything is marketing, and they are doing this to every artist these days. I just want to release music, man and I deserve better tbh. I'm tired."

Variety noted that "it's no secret that labels and artist teams have started manufacturing 'viral moments' on the platform in order to up the buzz surrounding a release or project." Variety cited a "fake feud" between Kid Laroi and Scooter Braun, Laroi's former manager, to drum up interest in Laroi's song "Thousand Miles."

"The irony of Halsey creating a viral TikTok moment claiming that their label will not release the song without a viral TikTok moment was not lost on observers," Variety noted.

"plot twist this is the viral tiktok they planned," one follower posted.

Others chimed in along similar lines.

"Doesn't it technically count if this went viral tho?" wrote another follower.

"LETS MAKE THIS VIDEO VIRAL!!!!!!!!!!!! " said a third.

"mission failed successfully?" joked one user.

"This is the viral marketing video..." said another commenter.

Halsey replied to that, posting: "Bruh I wish it was haha. They just said I have to post tiktoks they didn't specifically say 'about what' so here I am"

Watch Halsey's TikTok (and catch an earful of what's believed to be the unreleased song they are talking about) below.


I'm tired ? original sound - Halsey

Kilian Melloy serves as EDGE Media Network's Associate Arts Editor and Staff Contributor. His professional memberships include the National Lesbian & Gay Journalists Association, the Boston Online Film Critics Association, The Gay and Lesbian Entertainment Critics Association, and the Boston Theater Critics Association's Elliot Norton Awards Committee.