Capitol records has announced that Halsey next single so good will release on June 9 and the video will drop June 10 after her TikTok video goes viral. In a statement framed as an open letter to Halsey, Capitol Records announced in a tweet that “So Good,” the artist’s latest single, will release on June 9. The announcement follows Halsey’s viral TikTok moment, with the singer claiming that the song and its accompanying music video were ready over a month ago but that the label wouldn’t commit to a release date “unless they can fake a viral moment on TikTok.”

Was the drama just hype to get the artist back into the news or is this part of a bigger conversation record labels are having with Artist today? Are artists refusing to connect directly with their fans through social media or are we looking at a fake viral moment?

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