Onyx Storm Release Amid TikTok Ban: The Uncertain Future of BookTok

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The eagerly awaited book “Onyx Storm,” the newest installment in Rebecca Yarros’ 2023 bestseller “Fourth Wing” series, is scheduled for release next week, marking one of the earliest book launches of 2025.

Published by Entangled Publishing’s Red Tower Books, the books center around Violet Sorrengail, a student at Basgiath War College who transforms into a dragon rider. The third book in Yarros’ five-book series for “The Empyrean,” titled “Onyx Storm,” is set to hit shelves on January 21, just two days after the proposed TikTok ban may take effect in the United States.

The relationship between TikTok and the publishing industry’s recent transformations might not be obvious to those outside the “BookTok” community, a significant group of readers, predominantly women, who share content on TikTok. However, it’s undeniable that TikTok, owned by ByteDance, has exerted a tremendous influence on publishing for the past five years. In fact, it’s largely due to “BookTok” that books like “Fourth Wing,” as well as numerous other romance and fantasy novels that have graced the New York Times bestseller list, have garnered such widespread attention and achieved commercial success.

In a fashion reminiscent of Hollywood, there’s been a trend of securing the rights for the most popular books among #BookTok readers, such as “Fourth Wing,” which has been adapted into a television series on Amazon.

The publishing world is gearing up for a whirlwind week, as Yarros prepares to launch “Onyx Storm,” an eagerly awaited book since the first sequel to “Fourth Wing,” “Iron Flame,” left readers hanging with a huge cliffhanger in November 2023. The challenge is finding the right balance between organizing physical events and online promotions, especially when our primary method of interacting with customers is currently at risk.

Shannon DeVito, Barnes & Noble’s senior director of book strategy and customer experience, explains to EbMaster that most updates and promotions related to events are typically shared across different stores via their respective social media platforms like TikTok or Instagram. These posts often end up on the store’s Instagram account. Although a TikTok ban wouldn’t directly impact this, she notes that such a ban would shift discussions about book releases to other platforms where people decide to engage in conversations about books.

If TikTok gets banned, DeVito believes that people will discover alternatives to it. They might create Instagram Reels or use Bluesky instead. Regardless, they have social tags prepared that are currently intended for TikTok, but could also be used on Instagram if the ban goes through. This is because most of their information is available on Instagram.

As stated by DeVito, over 300 out of around 650 Barnes & Noble branches have their own TikTok profiles. These individual stores produce and share a significant amount of content distinct from the main Barnes & Noble account, and they are also in charge of marketing #BookTok titles within their stores. DeVito doesn’t foresee an immediate change in how these stores manage potential closures, as #BookTok is already well-established and widely recognized as a valuable branding tool.

DeVito explains that it won’t disappear suddenly because popular books took five years to build their trend. The display of books on #BookTok is managed by stores, so they have the power to remove or add them. We’ll handle it day by day, as we do with all our book sales.

It’s expected that book sales will handle themselves next week, given the sell-out of midnight-release parties at Barnes & Noble stores nationwide, including a 500-person event at The Grove in Los Angeles featuring author Yarros herself. However, Barnes & Noble is ready to adapt their plans if necessary due to the ongoing wildfires in Los Angeles, as the event currently remains unaffected. DeVito emphasizes that the wellbeing of their booksellers is paramount, ensuring safety for those living in affected areas and providing support where needed. This comes after two L.A.-based stores voluntarily closed last week.

As per DeVito’s statement, this marks the first nationwide occasion that Barnes & Noble has organized since 2020, as the enthusiasm and consumer interest have grown sufficiently in all market areas to warrant such an event.

DeVito notes that many of our stores have regularly participated in events when they host one. However, this upcoming event is so significant that all our stores will be hosting some form of celebration. Cities like Boise, Idaho, Denver, Colorado, and others, even those outside major metropolises, have made reservations for midnight release parties in the hundreds for this book. It’s not just a trend limited to big cities; there’s enthusiasm for this book everywhere. Places such as Maplewood, Minnesota, Dayton, Ohio, are among many across the country where hundreds of readers are eagerly anticipating a midnight book release. This excitement is what makes being a bookseller rewarding, and it underscores the joy of belonging to a book community. It’s an exciting time, and it looks promising for the year ahead.

To clarify, the “midnight release” is scheduled for 12 a.m. Eastern Time (ET) on January 21. This means that customers residing in the Midwest will be able to purchase their copies from stores at 11 p.m. on January 20. Similarly, customers living in California can expect to receive their books by 9 p.m. Pacific Time (PT) on the same day.

At The Grove venue, customers purchasing tickets for our events (which cost $39.91 each) can expect to receive an exclusive deluxe version of “Onyx Storm”. However, the overall experience within the individual stores will be tailored to their unique offerings.

Each situation is unique, and every store will handle the midnight release in their own way,” DeVito explains. “Many stores are planning cosplay competitions, fan theory exhibits. Last time for the ‘Iron Flame’ launch, a store in Maplewood, Minnesota set up an ‘over the ramp’ challenge to enter the shop. There will be various types of contests including origami, crafting, plenty of trivia, and numerous ‘what’s your quadrant?’ style games and activities.

The large book retailer isn’t the sole enterprise gearing up for the anticipated “Onyx Storm.” Various entities, including major retailers such as Target (offering a unique version of the book), and independent vendors, are all participating in the excitement leading up to the book’s release day.

As a devoted supporter of The Ripped Bodice bookstore, I’m fortunate to be among the select few authors they occasionally extend their opening hours for, alongside literary luminaries like Emily Henry and Sarah J. Maas. This special privilege is a testament to the enduring popularity of my “Fourth Wing” series, as evidenced by the swift sell-out of 300 tickets for the store’s November 2023 release parties for “Iron Flame”, according to their social media and events manager, Teresa Lynch. The demand was so high that it sold out at both their Los Angeles and Brooklyn locations instantly.

Surprisingly, even Lynch was taken aback by the intensity of the fan excitement, an outcome he hadn’t anticipated for events unrelated to his writing. However, the allure of personal interaction and activities available on the release date is a force so compelling.

Lynch mentions that they’re planning for the ‘Onyx Storm’ events at Ripped Bodice next week with a focus on encouraging attendees to interact more. He notes that overcrowding was an issue during ‘Iron Flame’, but this time around, guests will receive a goodie bag upon entering which includes trivia and shopping materials. This setup creates a single line that leads to the store, allowing participants to visit various stations featuring activities like choosing their dragon, participating in trivia, browsing special merchandise, and finally receiving their book as a reward.

Even if TikTok were to cease operations prior to the release of “Onyx Storm,” it may vacate its position as the primary gathering spot for online readers. However, the advance reservations and pre-orders tied to these physical events suggest a persistent impact on the broader publishing industry that is unlikely to be affected by bans.

Lynch remarks, “The fact clearly demonstrates that there’s a vast potential for storytelling within the realm of romance, much more than many believe. It seems to me that someone unfamiliar with romance novels might be taken aback if they encountered dragons in the narrative. I believe this is primarily due to the power of defying assumptions. In truth, I think most books contain elements of romance, and our store thrives because we’re tapping into this widespread appeal.

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2025-01-15 18:18