Spotify Scammers Are Hijacking Viral Hits Hoping to Steal RoyaltiesĮach of these techniques can help a track’s streams to jump.
(Elkins’ manager, Ryan McAvoy, brought the TikToker to ATG, helped the company build out its curator network, and now works across all their campaigns.) Videos from Annabelle Kline (113,000 followers) run the gamut from “Albums I’ve been loving” to “What his favorite Brent Faiyaz song says about him.” Nicolas Nuvan (1.4 million followers) does man-on-the-street interviews asking people what they’re listening to.Īri Elkins takes a different approach, often highlighting a hit (Joji’s “Glimpse of Us” for example) and directing his 1.8 million followers to similar tracks (Finneas’ “Break My Heart Again”). Jermaine enjoys unpacking sample references for his three-million-plus followers, quickly identifying the old bones (Robin S’ “Show Me Love,” for example) of a new song (Charli XCX’s “Used to Know Me”). The TikTokers who want to turn users on to new tracks employ a variety of methods. “Now you have every sort of community on the platform, and the music discovery community has come into its own.” “TikTok is not just the dancing platform anymore,” adds Rebecca Versteegh, head of music partnerships for Creed Media, which has run digital marketing campaigns for nearly every major label. “This is like learning about music from a kid down the street.” Darmafall uses similar language: “There’s a sense of relatability that these curators have. “That’s coming from a corporation it’s too official,” he says. The creators behind TikTok’s music recommendation accounts are able to facilitate discovery in part because their approach is “more personal” than reading about a song in a publication or finding it on a streaming service, according to Jarred Jermaine, a longtime producer who has mostly abandoned making songs to focus on TikTok. These accounts “play a big role in songs potentially going viral.” TikTok Is Testing Ground for New Singles - Why Labels Love It (and Some Artists & Writers…Ĭurator promotion “is a big part of most of our campaigns,” adds Jen Darmafall, associate director of influencer marketing at Warner Records. “With so many labels invested in pushing music on TikTok right now, people are spending a crazy amount of cash on promotion, but we’re finding that we can make a splash with 400 or 500 bucks.” “TikTok is a go-to for music discovery, and these posts hit the exact Gen Z fans we’re trying to target,” says Harrison Golding, director of marketing for Empire, who keeps in touch with more than 50 curators.
Syspence and many of his peers describe themselves as “music curators,” and while “curator” is a vague and overused term, this job has become increasingly popular recently as a means of music industry promotion. Now he is one of close to a dozen TikTok creators - with followings ranging from around 40,000 to over three million - managed by Against the Grain (ATG), an L.A.-based management and marketing company.
Within the last year, he was able to quit his valet-parking job in Orange County to focus full-time on TikTok. Artists and labels are constantly combing TikTok for promotional opportunities, and they began reaching out to see if Syspence would make videos about their artists for a promotional fee. His videos began to get more views, and his follower count started to climb from around 10,000 to its current level - more than 350,000. Syspence noticed that “people liked the storytelling about artists like Juice,” so he gradually started to remove his own career from his clips, focusing instead on narrating the rise of the hip-hop acts he loved. He began to post every single day as Syspence, settling on an initial strategy to capture viewers: Uploading a clip about the rise of a well-known artist like Juice WRLD, and then “figuring out a way to loop the video around to my song” so he could plug his own work as well. Spencer Stewart got on TikTok in 2020 hoping to promote his own music.
0 kommentar(er)
