“If you look on a streaming-consumption basis, that song is a whale - an absolute smash hit,” this person said. But what about those, like Ritt Momney and Avenue Beat and Jawsh 685, who have? It’s too early to say whether these young talents will be able to reproduce the trick that got them signed, though results so far are less than inspiring, as one prominent exec with a digital background said in regard to StaySolidRocky’s “ Party Girl,” a woozy hip-hop track that has more than 290 million streams on Spotify. “You can envision that scene immediately,” Szabo said - crucial on a platform that typically uses music in 15-second the beat drops□ayo momma never disappoints #fyp ♬ All TikTok Mashup (JVKE - Upside Down) - JVKE □įor the moment, JVKE is one of a dwindling number of TikTok hitmakers yet to announce they’ve teamed with a label. More important still, she said, is the kind of on-the-spot legibility of a tune like “Backyard Boy,” which opens with Rosinkranz cooing, “Dance with me in my backyard,” over a peppy indie-pop groove. But she sees consistent qualities across successful songs, including a “playful” vibe and “honest, relatable” lyrics that lend themselves to being meme-ified. Lizzy Szabo, a Spotify editor who oversees some of that service’s more internet-attuned playlists, said there’s no single sound of TikTok. Streaming services are awash right now in tracks with a transitional moment like a key change or a beat drop - something a user might build a video around (as in the many clips set to “Put Your Records On,” in which a person reveals a complicated makeup design just as the drums kick in). Smarter then, perhaps, to try to reverse-engineer the kind of song that tends to go viral on TikTok, as some artists are starting to do, UMG’s Joshua said. Tilting his phone toward the screen during a recent Zoom chat, Taylor proudly showed off a data report that said “Lemonade” had been used in 750,000 TikToks over the previous week. “But the version they did only got like a million likes” - nothing to crow about on TikTok - while a “Lemonade” video by “some other random girl” exploded out of nowhere. Thus the scramble to snap up artists trending on TikTok - in addition to Ritt Momney, Columbia has signed the emo-rap yowler 24kGoldn (“Mood”) and the raunchy ppcocaine (“3 Musketeers”), while Arista Records has signed the San Bernardino-based WhoHeem (“ Lets Link”) and Republic Records the slyly cheerful Claire Rosinkranz (“ Backyard Boy”) - or to get songs by established artists into the app’s the getting out of bed at 3pm for me ♬ Lemonade Internet Money - joy:) What’s more, they’re being inundated while they’re there: Corey Sheridan, head of music content and partnerships for TikTok in North America, says a user scrolling through the app’s algorithmic For You feed might hear the same song in five different videos in five minutes - more exposure than even the heaviest rotation on Top 40 can offer (or inflict, as the case may be). “What’s happening on TikTok is much bigger in scale. “So you’re telling me to spend 150 or 200 grand a month to get a maximum of 23 to 25 million monthly listeners?” the exec scoffed. Terrestrial radio still creates hits, said another seasoned executive who spoke on the condition of anonymity, pointing to Lewis Capaldi’s 2019 piano ballad “ Someone You Loved.” But radio’s highly coveted Gen Z/millennial audience is smaller than TikTok’s, and the old-fashioned platform moves more slowly “Someone You Loved” took 24 weeks to top the Hot 100, compared with 10 for “Savage.” And once the users were there, TikTok quickly became the most important promotional game in town. “But the massive onboarding happened during quarantine,” Joshua said. 1 in January with his endlessly TikTok’d “ The Box.” In 2019, less than a year after it was introduced as a rebranded form of the popular lip-sync app Musical.ly, TikTok propelled Lil Nas X’s “Old Town Road” to a record-setting run atop Billboard’s Hot 100 Ricch followed him up the chart, reaching No. She was referring to the COVID-19 pandemic, which isn’t to say that TikTok wasn’t a big deal before widespread stay-at-home orders parked countless teenagers in front of their phones beginning in March. How did TikTok, which faces fresh competition from newcomers Triller and Instagram Reels, arrive at its powerful position? “It’s a combination of product and timing,” said Celine Joshua, an executive vice president who works in artist development and digital strategy at the world’s largest record company, Universal Music Group. With artist-friendly Bandcamp Fridays and initiatives that benefit progressive causes, the online music platform has become beloved beyond its indie roots. Music The anti-Spotify: How online music company Bandcamp became the toast of the COVID age
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |