Plausibly Exogenous [1883] - Song Promotion (03/30/2025)

LHS Variable
Demand on music streaming services

RHS Variable
Song’s social media presence

Source of Exogenous Variation
Universal Music Group's (UMG) - one of "The Big 3" record labels - decision to remove its entire content library from TikTok in February 2024

- Winkler, Hotz-Behofsits, Wlomert, Papies, and Liaukonyte (2024), “The Impact of Social Media on Music Demand: Evidence from a Quasi-Natural Experiment”