Advocates of this approach say it provides artists with a new level of flexibility. Historically, “once the music industry starts a plan, if something changes, they try to correct, but their whole model is built for a year or year-and-a-half on [the single],” Bowers explains. “The old ship is so big and slow. There’s not any real-time feedback.
In contrast, Bowers continues, many artists native to TikTok “live in a real-time world,” allowing them to pivot from one hour to the next. Labels’ efforts on TikTok often seem like trying to jam a square peg into a round hole, throwing money behind songs that will never work on the platform. Strategies like Championxiii’s avoid this pitfall — changing the peg to fit the hole allows for a much more economical approach to marketing.
“These aren’t expensive records to promote,” says Tyler Blatchley, co-founder of Black 17 Media, the label — a partner of Sony Orchard — that signed Championxiii. “They work or they don’t. When he gets one that starts to move on TikTok, we might come in and spend a few thousand dollars early to try to amplify that.” The result is a series of miniature hits, from “Becky” to “Splash” to “BOO!,” which generate “good money” for the artist behind them, according to Blatchley.
“BOO!” has already soundtracked more than 2.2 million TikTok videos, and the song’s recent success helped boost Championxiii’s catalog past a million streams a week in the U.S. “To some it seems like I never miss, that every song I put out is a hit,” the rapper says happily. “Technically it is — the audience is telling me it’s a hit before I ever made it.”
That sounds like every bodega.
Was this really worthy of a re-post ?
The signal is Mandala.
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