The end of the amateur music video dream (as we expected it): from YouTube to TikTok.

Web 2.0 emerged in the early 2000s as the participative internet, allowing users to broadcast and interact via blogs, wikis, and social media. It was not just access to information but also enabling consumers to create content, making the internet more democratic. This context led to Youtube's creation in 2005, which became a major platform for music consumption and promoted a rhetoric of unmediated success, echoing romantic ideas in mainstream music during the rise of TV talent shows. YouTube also became a space for prosumers to remix and share user-generated content, creating viral phenomena like mash-ups and lipdubs outside the music industry. Since 2005, Youtube's policies shifted from democratic to more corporate, conflicting with its participatory ideals and restricting amateur music circulation. This chapter identifies three phases in music's evolution on online platforms: 2005-2009 (early years), 2009-2017 (consolidation and commercialisation), and 2018-2021 (new practices on Tiktok), analysing key examples. It argues that official and amateur videos are interconnected, shaping music's meaning through constant feedback, thus essential to understanding digital music circulation, creation, and consumption.