Over the past year, TikTok has been responsible for the rise of several chart-topping hits. Now, artists like Drake are going to the platform to give their singles a very early boost
into a frenzy early in 2019, when tracks like Lil Nas X’s “Old Town Road” exploded on the platform, allowing label executives to swoop in and harvest big singles ready-made.
Now, some corners of the music industry are trying to be more proactive, using the app as a key early testing ground for songs before they get a wide release. “People are using TikTok as a sounding board, a focus group,” says Marcus Ecby, who manages the rapper Tisakorean. Several Tisakorean songs have taken off on TikTok, including “The Mop” with Kblast and Huncho Da Rockstar, which also came packaged with a dance challenge.
The Kid Laroi’s rollout for his song “Addison Rae” illustrates a slightly more purposeful approach to using TikTok this way. Laroi initially placedof his unfinished track, which is named after a popular TikTok star, in a video on the app. Rae embraced the teaser and shared it with her millions of followers, effectively turning Laroi’s track into a hit before it actually existed.
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