When Hype Fizzles: What the Fall of TikTok’s 8th Note Press Means for Authors and Publishers Alike

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By Alesha Brown, CEO of Fruition Publishing Concierge Services

When TikTok quietly launched its publishing imprint 8th Note Press in 2023, the industry raised an eyebrow. While the move made sense—capitalizing on the explosive growth of #BookTok—it was also a high-stakes experiment in fusing social virality with an industry rooted in longevity, infrastructure, and author trust. Less than a year later, the imprint appears to have stalled, and authors are reportedly negotiating to reclaim their rights [The Bookseller, 2025].

As of this writing, TikTok and Penguin Random House UK have not officially confirmed the closure of 8th Note Press. However, there have been no new releases, staff departures have occurred, and the imprint’s sole author, Chatham Greenfield, has shared that he was never informed of the imprint’s fate directly—learning instead from press inquiries [Book Riot, 2025].

This is not just a media headline. It’s a cautionary tale—and a vital moment for reflection for authors, publishers, and publishing service providers alike.  

 

What Happened to 8th Note Press?

8th Note Press was developed by TikTok’s UK team and Penguin Random House UK to leverage the popularity of the BookTok community. Yet after publishing just one title—“Time and Time Again” by Chatham Greenfield—operations appear to have halted. Authors are reportedly negotiating for the return of their publishing rights [The Bookseller, 2025], and Greenfield has spoken out about the lack of communication.

According to Book Riot, Greenfield said he received no official notice of the imprint’s status and was left uncertain about whether his book would remain in print [Book Riot, 2025]. Other authors and influencers within the BookTok space have described the endeavor as feeling more like a PR stunt than a genuine attempt to support long-term author success.

 

Key Lessons for the Publishing Industry

 

1. Virality Is Not a Business Model

TikTok’s algorithm can launch products into overnight fame, but publishing requires sustainability, infrastructure, and reader trust—none of which can be crowdsourced in 60-second videos. As Forbes reports, even bestselling BookTok authors often struggle with longevity or backlist sales after the hype fades [Forbes, 2024].

2. Authors Must Prioritize Rights and Ownership

The fact that authors are reportedly working to reclaim their rights underscores a critical issue: many creatives jump into deals without understanding the long-term implications of IP ownership. Publishing attorney David P. Vandagriff warns, “The most valuable thing an author owns is their copyright. Give it up too easily and you’ve just handed over your legacy” [Vandagriff, 2022].

3. Big Tech Doesn’t Always Understand Publishing

TikTok isn’t the first tech giant to struggle with publishing. From Amazon’s failed Kindle Worlds to Facebook’s abandoned Bulletin newsletter platform, digital platforms often lack the nuanced understanding of what makes publishing work—especially when it comes to author care, community trust, and the long sales cycle.

4. Transparency Builds Trust—Silence Breaks It

Book Riot reports that 8th Note’s only author was never officially informed of what was happening. That lack of transparency is a dealbreaker in an industry where author trust is paramount. BookTok author Margot de Klerk summed it up best: “It felt very much like a PR stunt” [Book Riot, 2025].

 

Industry Implications: Who Should Pay Attention?

• Authors

Beware of shiny objects. From “hybrid deals” to platform-led imprints, the new publishing landscape is full of opportunities—some of them short-sighted. If the deal isn’t clear about rights, royalties, and long-term support, walk away.

• Service Providers (Editors, Marketers, Coaches)

Encourage your clients to build their author brand intentionally. Prioritize strategies that create recurring value rather than viral peaks. Use cautionary tales like this one to advocate for transparency and ownership.

• Publishers

Avoid chasing hype. Invest in what platforms can’t replicate: relationship-building, author development, and strategic publishing expertise that earns trust and loyalty.

 

Case in Point: BookTok’s Real Power Is in Community, Not Control

There’s no denying BookTok’s influence. According to NPD BookScan, BookTok helped increase U.S. print book sales by 9% in 2021, particularly in the YA and romance categories [NPD Group, 2022]. But the platform’s power is its community—not a corporate structure.

Trying to own or monetize that authenticity through a brand-controlled imprint went against BookTok’s culture. The quiet collapse of 8th Note Press is proof that community can’t be commodified.

 

Publishing Is a Marathon, Not a Viral Sprint

Authors, don’t be discouraged by industry shakeups. Use them as reminders of your power—and your responsibility—to choose wisely.

To my fellow publishers and service providers: We must build business models that honor authors, not exploit trends. Real success in publishing requires strategy, mentorship, professionalism, and an unwavering focus on the long game.

TikTok’s publishing experiment may not have officially ended—but its silence has spoken volumes.

 

Alesha Brown, CEO, Fruition Publishing Concierge Services®

Editor-in-Chief, Published! Magazine™

Award-Winning Entrepreneur|Publisher|Film Producer

 

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