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This country banned TikTok. What became of its influencers?

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This country banned TikTok. What became of its influencers?

Is there life after TikTok?

The question is front of mind for U.S. influencers and many small businesses as lawmakers threaten to ban the Chinese-owned social media app that’s become a cornerstone of internet culture and e-commerce.

For an answer, they might turn to India, which has been surviving without TikTok since June 2020.

That month, after 20 of its soldiers were killed in a border clash with China, the Indian government gave TikTok users a day to post tearful goodbyes and steer followers to other social media accounts. Then the app went dark.

People light candles in Hyderabad on June 17, 2020, in tribute to the 20 soldiers killed during a border clash between Indian and Chinese forces in the Ladakh region.

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(Mahesh Kumar A / Associated Press)

“When it got banned, I had nothing,” recalled Gaurav Jain, who was one of the country’s more than 200 million TikTok users.

He was 25 and had just notched his millionth follower making self-help videos about mental health, men’s style and relationships.

Four years later, Jain runs his own social media marketing agency in Delhi, managing Indian content creators who pivoted to other platforms or joined the influencer world more recently. He had tried to make the transition himself but found starting from scratch demoralizing.

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“The counter became zero for everyone,” he said. “That gave rise to a lot of new creators.”

The results for former TikTok stars have been mixed.

Gautan Madhavan, founder of Mad Influence, a marketing agency that managed more than 300 content creators before the TikTok ban, said that about a third of them were able to recapture their reach on Instagram Reels or YouTube Shorts within three months and that many are still playing catch-up.

Those short-video platforms launched shortly after the TikTok ban. Users who found success got in early and posted as often as 10 times a day, according to Saptarshi Ray, a consultant for influencers trying to grow their followings.

“Most of them were just trying everything,” Ray said. “Those were the creators that really flourished.”

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People holding musical instruments and images of a man raise hands in front of a large poster about banned Chinese apps

Activists shout slogans against Chinese President Xi Jinping next to a banner showing the logos of TikTok and other Chinese apps banned in India during a protest in Jammu, India, on July 1, 2020.

(Channi Anand / Associated Press)

India was TikTok’s fastest growing user base before the ban, which cut off a vital source of income for creators there.

The stakes are even higher in the United States, where the app has more than 170 million users, including 7 million businesses that TikTok says generated $14.7 billion in revenue last year from marketing on the platform. The Pew Research Center found that a third of Americans used TikTok last year, up from a fifth in 2021.

In April, President Biden signed a bill to ban the app by January 2025, unless Chinese parent company ByteDance Ltd. agrees to sells the app to somebody from a country that is not considered a foreign adversary.

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The threat comes as suspicion between the U.S. and China has escalated, reviving concerns that TikTok could share sensitive data with the Chinese government.

The proposed ban still faces high hurdles. Both TikTok and a group of U.S. content creators separately filed lawsuits, arguing that blocking the app would be an unconstitutional assault on free speech. The Trump administration had also tried to ban TikTok but gave up after being challenged by federal courts.

TikTok has sought to assure the U.S. government that user data is protected on U.S. servers. And though its parent company is based in Beijing, TikTok moved operations to Singapore under a Singaporean chief executive.

The U.S. — along with Britain and Australia — has already prohibited the use of TikTok on government devices. But digital marketing experts said many U.S. users are still not seriously considering the possibility of a ban.

A man carries a Free TikTok sign in front of a building with a crowd of people

A man demonstrates outside the courthouse in New York where the hush money trial of Donald Trump got underway on April 15, 2024.

(Ted Shaffrey / Associated Press)

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“I don’t think the average TikTok user has synthesized in their brain that this is going away,” said Lawrence Vincent, associate professor of the practice of marketing at USC’s Marshall School of Business. “They’ve heard about it, but it isn’t real until it’s real.”

There has been little anticipatory migration to other platforms. But former TikTokers in India advised their American counterparts to prepare for the worst.

“We used to hear rumors about this happening, but we never really believed it,” said Ashi Khanna, a 26-year-old influencer from Delhi.

She launched her TikTok career by posting lip-synching videos in 2017 — when the app was known as Music.ly — and eventually built a following of 1.7 million. She managed to post a farewell directing them to Instagram and YouTube, where she already had smaller followings. But fewer than 20,000 did so.

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Since then, Khanna has concentrated on Instagram and managed to match her old following.

In contrast to TikTok, which never placed a premium on production quality, Instragram required a more polished aesthetic that could mean spending hours on a single reel.

“There’s a huge difference,” Khanna said. “You need to understand what your audience likes, and your audience is not the same on every platform.”

Ankita Chhetri, 22, who lives in Mumbai, said experimentation was the key to life beyond TikTok.

She became TikTok famous in 2019 after posting a video of herself lip-synching to a popular Bollywood song. With 8.2 million followers, she earned promotional deals with music labels and scrapped her plans to be a nurse in hopes of making it as an influencer and actor.

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After the ban, she started a YouTube channel and branched out from lip-synching into carefully planned reels of beauty, travel, fashion and inspirational quotes. As she gradually increased her following to 1.6 million, she used her improved engagement statistics to pitch brands on potential partnerships.

Still, Chhetri said there are times she misses the old days.

“TikTok just had some crazy amount of loyalty among audiences,” she said. “On Instagram, even if people are watching and liking your content, they’re still hesitant to press that follow button.”

Indian entrepreneurs created their own versions of TikTok, but failed to get much of an audience.

“It still felt like I was invisible, nobody was really there,” said Shreyas Mendiratta, a 23-year-old hospital worker who posted his comedy videos on Indian startup apps for a few months before giving up. “On TikTok, I felt seen, I felt heard.”

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A woman in dark clothes, seated in a wheelchair against a green background, records herself on her cellphone

Geet Jain records herself for social media.

(Courtesy of Geet Jain)

His videos don’t do as well on Instagram and YouTube either, which he suggested lack TikTok’s broad international appeal.

“It reduces the chances of them going global,” he said. “This is what I face on Instagram daily. I am very restricted to the region that I am geographically located in.”

Geet Jain, an inspirational speaker and English teacher, was visiting the U.S. when India banned TikTok. She could still use the app, but none of her 7 million followers in India could see her posts offering relationship advice, comedy bits and English lessons.

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“It was like this whirlwind of confusion of what do I do next,” said Jain, who declined to provide her age.

She turned to Instagram, growing 68,000 followers into 1.3 million. But she never achieved the same kind of exponential growth. Some of her TikTok fans had a difficult time finding her.

Back in the U.S. this year for an extended stay with her sister in Seattle, she has started posting on TikTok once more.

A woman sits on a bed, as a man stands nearby, with recording equipment in the room

Geet Jain, an inspirational speaker and English teacher in India, was in the U.S. when India banned TikTok in June 2020.
Back in the U.S. this year for an extended stay in Seattle, she has started posting on TikTok once more.

(Courtesy of Geet Jain)

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But she no longer knows what viewers want. Clips have gotten longer, with more casually narrated stories and less dancing and lip-synching than she remembers. There is more competition when it comes to her style of educational content.

While some of her English-language videos have gotten traction, she’s reluctant to invest too heavily in TikTok again.

“If it gets banned in America, it will be even more devastating for me,” she said. “Then my accounts are actually gone.”

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Movie Reviews

Review | Hoppers: Pixar’s new animation is a hilarious, heartfelt animal Avatar

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Review | Hoppers: Pixar’s new animation is a hilarious, heartfelt animal Avatar

4/5 stars

Bounding into cinemas just in time for spring, the latest Pixar animation is a pleasingly charming tale of man vs nature, with a bit of crazy robot tech thrown in.

The star of Hoppers is Mabel Tanaka (voiced by Piper Curda), a young animal-lover leading a one-girl protest over a freeway being built through the tranquil countryside near her hometown of Beaverton.

Because the freeway is the pet project of the town’s popular mayor, Jerry (Jon Hamm), who is vying for re-election, Mabel’s protests fall on deaf ears.

Everything changes when she stumbles upon top-secret research by her biology professor, Dr Sam Fairfax (Kathy Najimy), that allows for the human consciousness to be linked to robotic animals. This lets users get up close and personal with other species.

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“This is like Avatar,” Mabel coos, and, in truth, it is. Plugged into a headset, Mabel is reborn inside a robotic beaver. She plans to recruit a real beaver to help populate the glade, which is set to be destroyed by Jerry’s proposed road.
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Entertainment

Kurt Cobain’s Fender, Beatles drum head among $1-billion collection going to auction

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Kurt Cobain’s Fender, Beatles drum head among -billion collection going to auction

In the summer of 1991, Nirvana filmed the music video for “Smells Like Teen Spirit” on a Culver City sound stage. Kurt Cobain strummed the grunge anthem’s iconic four-chord opening riff on a 1969 Fender Mustang, Lake Placid Blue with a signature racing stripe.

Nearly 35 years later, the six-string relic hung on a gallery wall at Christie’s in Beverly Hills as part of a display of late billionaire businessman Jim Irsay’s world-renowned guitar collection, which heads to auction at Christie’s, New York, beginning Tuesday. Each piece in the Beverly Hills gallery, illuminated by an arched spotlight and flanked by a label chronicling its history, carried the aura of a Renaissance painting.

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Irsay’s billion-dollar guitar arsenal, crowned “The Greatest Guitar Collection on Earth” by Guitar World magazine, is the focal point of the Christie’s auction, which has split approximately 400 objects — about half of which are guitars — into four segments: the “Hall of Fame” group of anchor items, the “Icons of Pop Culture” class of miscellaneous memorabilia, the “Icons of Music” mixed batch of electric and acoustic guitars and an online segment that compiles the remainder of Irsay’s collection. The online sale, featuring various autographed items, smaller instruments and historical documents, features the items at the lowest price points.

A portion of auction proceeds will be donated to charities that Irsay supported during his lifetime.

The instruments of famous musicians have long been coveted collector’s items. But in the case of the Jim Irsay Collection, the handcrafted six-strings have acquired a more ephemeral quality in the eyes of their admirers.

Amelia Walker, the specialist head of private and iconic collections at Christie’s, said at the recent highlight exhibition in L.A. that the auction represents “a real moment where these [objects] are being elevated beyond what we traditionally call memorabilia” into artistic masterpieces.

“They deserve the kind of the pedestal that we give to art as well,” Walker said. “Because they are not only works of art in terms of their creation, but what they have created, what their owners have created with them — it’s the purest form of art.”

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Cobain’s Fender was only one of the music history treasures nestled in Christie’s gallery. A few paces away, Jerry Garcia’s “Budman” amplifier, once part of the Grateful Dead’s three-story high “Wall of Sound,” perched atop a podium. Just past it lay the Beatles logo drum head (estimated between $1 million and $2 million) used for the band’s debut appearance on “The Ed Sullivan Show,” which garnered a historic 73 million viewers and catalyzed the British Invasion. Pencil lines were still visible beneath the logo’s signature “drop T.”

A drum head.

Pencil lines are still visible on the drum head Ringo Starr played during the Beatles’ debut appearance on “The Ed Sullivan Show.”

(Christie’s Images LTD, 2026)

It is exceptionally rare for even one such artifact to go to market, let alone a billion-dollar group of them at once, Walker said. But a public sale enabling many to participate and demonstrate the “true market value” of these objects is what Irsay would have wanted, she added.

Dropping tens of millions of dollars on pop culture memorabilia may seem an odd hobby for an NFL general manager, yet Irsay viewed collecting much like he viewed leading the Indianapolis Colts.

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Irsay, the youngest NFL general manager in history, said in a 2014 Colts Media interview that watching and emulating the legendary NFL owners who came before him “really taught me to be a steward.”

“Ownership is a great responsibility. You can’t buy respect,” he said. “Respect only comes from you being a steward.”

The first major acquisition in Irsay’s collection came in 2001, with his $2.4-million purchase of the original 120-foot scroll for Jack Kerouac’s 1957 novel, “On the Road.” He loved the book and wanted to preserve it, Walker said. But he also frequently lent it out, just like he regularly toured his guitar collection beginning 20 years later.

A scroll of writing.

Jim Irsay purchased the original 120-foot scroll manuscript of Jack Kerouac’s “On the Road” for $2.4 million in 2001.

(Christie’s Images)

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“He said publicly, ‘I’m not the owner of these things. I’m just that current custodian looking after them for future generations,’ ” Walker said. “And I think that’s what true collectors always say.”

At its L.A. highlight exhibition, Irsay’s collection held an air of synchronicity. Paul McCartney’s handwritten lyrics for “Hey Jude” hung just a few steps from a promotional poster — the only one in existence — for the 1959 concert Buddy Holly, Ritchie Valens and J.P. “The Big Bopper” Richardson were en route to perform when their plane crashed. The tragedy spurred Don McLean to write “American Pie,” about “the day the music died.”

Holly was McCartney’s “great inspiration,” Christie’s specialist Zita Gibson said. “So everything connects.”

Later, the Beatles’ 1966 song “Paperback Writer” played over the speakers near-parallel to the guitars the song was written on.

Irsay’s collection also contains a bit of whimsy, with gems like a prop golden ticket from 1971’s “Willy Wonka & the Chocolate Factory” — estimated between $60,000 and $120,000 — and reading, “In your wildest dreams you could not imagine the marvelous surprises that await you!”

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Another fan-favorite is the “Wilson” volleyball from 2000’s “Cast Away,” starring Tom Hanks, estimated between $60,000 and $80,000, Gibson said.

Historically, such objects were often preserved by accident. But as the memorabilia market has ballooned over the last decade or so, Gibson said, “a lot of artists are much more careful about making sure that things don’t get into the wrong hands. After rehearsals, they tidy up after themselves.”

If anything proves the market value of seemingly worthless ephemera, Walker added, it’s fans clawing for printed set lists at the end of a concert.

“They’re desperate for that connection. This is what it’s all about,” the specialist said. It’s what drove Irsay as well, she said: “He wanted to have a connection with these great artists of his generation and also the generation above him. And he wanted to share them with people.”

In Irsay’s home, his favorite guitars weren’t hung like classic paintings. Instead, they were strewn about the rooms he frequented, available for him to play whenever the urge struck him.

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Thanks to tune-up efforts from Walker, many of the guitars headed to auction are fully operational in the hopes that their buyers can do the same.

“They’re working instruments. They need to be looked after, to be played,” Walker said. And even though they make for great gallery art, “they’re not just for hanging on the wall.”

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Movie Reviews

Film reviews: ‘How to Make a Killing,’ ‘Pillion,’ and ‘Midwinter Break’

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Film reviews: ‘How to Make a Killing,’ ‘Pillion,’ and ‘Midwinter Break’

‘How to Make a Killing’

Directed by John Patton Ford (R)

★★

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