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2,154,645 Views ⢠May 31, 2022 ⢠Click to toggle off description
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Itâs no secret that TikTok is a virality machine. Songs get turned into sounds that can be used in any video, and if they gain enough traction they can catapult a musician into the pop culture stratosphere. But we wanted to know exactly what happens between a song going viral and an artist becoming a bonafide success. So in the fall of 2021, we partnered with data analysis website The Pudding figure it out.
Along the way, we discovered that using data to concretely answer this question is quite a challenge. Our process included creating dozens of custom data sets, careful fact-checking, and conversations with both hit songwriters and music industry executives to match data with real experiences.
After seven months of spreadsheets, data deep-dives, and interviews, we were able to follow the numbers to track what happens to artists after they go viral â and how the music industry has shapeshifted around TikTok. It turns out the app is completely revolutionizing the way record labels work, and giving artists more leverage than ever.
Check out the data on The Pudding's website here: pudding.cool/2022/07/tiktok-story/
More from The Pudding: pudding.cool/ | TikTok: @the_pudding
Additional credit: Researcher Halley Brown
You can find all of our interviewees at the links below:
JVKE | TikTok: @JVKE | IG: @itsjvke
L.Dre | TikTok: @ldrethegiant | IG: @ldrethegiant | YouTube: youtube.com/ProdByLDre
Tom Rosenthal | TikTok: @tomrosenthalmusic
Mary Rahmani | www.moonprojects.com
Ari Herstand | aristake.com
Elias Leight | Twitter: @ehleight
Matt Daniels | Twitter: @matthew_daniels
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Views : 2,154,645
Genre: Entertainment
Date of upload: May 31, 2022 ^^
Rating : 4.93 (1,332/74,584 LTDR)
RYD date created : 2024-05-14T21:50:41.349305Z
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YouTube Comments - 1,496 Comments
Top Comments of this video!! :3
"I'm their worst nightmare really because I'm older than, ya know, 19"
Tells you everything you need to know about how these companies exploit young talent
11K |
Vox has seriously gotten me really into journalism.
2.9K |
so thankful i get to do what i love for a living. :) amazing video voxâ¨
2.8K |
I appreciate the optimism this video shares about the power of DIY artists, but that question of âis music just content now?â wasnât dug into deep enough. Posting 3-5 times A DAY to maintain engagement + being the video editor/graphic/designer etc on TOP of being a songwriter, music producer, and mix engineer for the content you createâŚI mean, this kind of constant churning of output & productivity is draining on a human level. It is unsustainable. The real win is when artists are able to maintain longevity in their artistry without compromising this humanity.
1.1K |
This is a wonderfully made and very important doc, especially for young artists.
Delighted to be a small part of it.
7K |
I always feel bad for some artists who end up being âone hit wondersâ because a sound of theirs went viral. I canât imagine how degrading it is to one day have a song/video with 1Million streams, to go back to getting barely anything. Especially young people who think itâs a fault of theirs rather than a trend or algorithm.
7.2K |
With the amount of research done for this, why isn't this published in some academic journal? This is just so good.
4.8K |
It would also be good if you could shed a light on the bad influence of tiktok on the music industry, like how major labels are forcing big artists to do tiktoks to ride the trend wave as well as creating an obsession with constantly posting could lead to burnout.
3.4K |
Nobodys talking about what this does to the quality of music itself. It forces every song to essentially be reduced to as impactful a 15 second snippet as possible, seriously dumbing down the possibilities of music
64 |
7:06 thanks for having me this was awesome!
112 |
I'm a data science nerd and it was so cool to see a collab with the pudding. I love pop culture, especially music culture. Amazing video!!!
301 |
I work as a marketing manager for artists and producers with 4 years of A&R under my belt - 3 at Atlantic Records. I preach this video's message word for word multiple times a week. This is a phenomenal video Vox and thank you for adding the data and visuals required for a better understanding.
371 |
I think itâs important that itâs still OK to just make music. Itâs OK to make a song in your bedroom and send it to a couple friends just be happy that you are creating. There is so much pressure to self promote and market yourself constantly after you make a song. Itâs OK to just be an artist for yourself and a few others because itâs very fulfilling without the madness of trying to grow an audience on social media.
801 |
this video was so well done! was hyped on a the little cameo lol
s/o to all the homies in here.
77 |
Can't decide if this is encouraging or disheartening. Nice to see artists gaining power back through social media but at the same time they are subject to the whims of social media. They replaced one problem with another. And on top of that they are creating a few seconds of sounds in a shotgun format to hopefully keep the train going. If the problem with the labels was subservience the new problem might be constant anxiety that you'll be replaced in a matter of hours
1.1K |
All artists are content creators now.
Movie stars, athletes, tv-show hosts, photographers, and even musicians HAVE to create content to showcase their talent/support their art success.
Look at all the movie stars and basketball players joining tiktok, YouTube, and Instagram to promote themselves beyond the silver screens and basketball courts just to "stay relevant" and stay on people's radar the longest
1.3K |
This is so well cut together and informative.
While some may be disheartened by how quickly this particular song came together I hope they can also look to this for ways to think outside of the box when it comes to sharing their music on socials.
Hereâs hoping we will see more stories like this so we can learn from these creators and apply their tactics for our own growth!
872 |
Tik tok songs are like ringtones. It doesn't sound right when your radio station plays it and your parents sing it
340 |
Wow, Jvke looks like someone grew an influencer in a lab.
1.9K |
@Vox
1 year ago
For more from our friends at The Pudding, check them out at: pudding.cool/ They make data fun and accessible, providing longform and interactive data journalism pieces spanning topics from Ali Wong to Air Jordans.
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