"Anti-Hero" is the first single off the album, and it's a trove of relatable lyrics about facing your inner critic. Here are a few of our favorite Midnights-inspired trends on TikTok. 21 Swifties ran to TikTok to post their reactions, fan edits, and create new trends inspired by the music of Midnights. As soon as the clock struck midnight on Oct. Whether it be her re-recorded Red (Taylor's Version) or the brand-new Midnights, her music inspires all sorts of trends on the platform.īefore Midnights arrived, Swift debuted every track title on TikTok, turning the platform into the go-to destination for fans to anticipate the album and concoct theories. And nowhere is it felt more intensely than on TikTok. While much focus in the music industry has centred on how to make songs go viral on TikTok, labels and artists might want to reconsider the radio as the true measure of success for songs traveling through the pipeline from TV to TikTok to Top 40.When Taylor Swift releases an album, it's a cultural moment. Radio play brings songs like to those who might not use TikTok or haven’t gotten around to watching the new season of Stranger Things. Despite the growth and dominance of streaming, radio still plays a pivotal role for curation and discover in music markets such as the US, Australia, and around the world. For a song that has not received play for decades to spontaneously reappear is a “watershed moment” according to a Warner Music label executive. In the past much money and influence has been involved in getting music onto the radio. Kate Bush being reserviced to radio, physically or digitally delivering music to radio stations by her label, is a significant development. The song has returned to the Top 10 singles charts in the UK and is set to overtake Harry Styles As it Was as the number one single in Australia. In 2020, TikTok claimed over 70 artists who first emerged on the platform had secured record deals an the Billboard charts now frequently feature songs that went viral. Is this the future of the music industry?Īs with other musical TikTok phenomena, Running Up That Hill might be more than a momentary flash in the pan. Halsey's record label won't release a new song until it goes viral on TikTok. Unlike streaming services like Apple Music or Spotify, users can take a more active and playful role interacting with music on TikTok. These platforms allowed users to draw from an internal library of popular songs, creatively add them to video creations, and use features like Duet to place themselves side-by-side their favourite artists. It takes advantage of musical innovations pioneered on earlier short video platforms, like Flipagram, Dubsmash, and Musical.ly. TikTok challenges and audio memes have helped catapult other classics back into vogue such as Harry Belafonte’s Jump in the Line, The Shangri-Las’s Leader of the Pack remixed into Oh No by Kreepa, and, of course, Fleetwood Mac’s Dreams. The success of films like Guardians of the Galaxy have proven to be powerful tools to give older a reprisal on the radio and popular charts. Stranger Things is not the first to capitalise on the power of musical nostalgia. Naturally when a beloved artist is found by Gen-Z audiences, it leads to gatekeeping by longtime fans as well as counter-gatekeeping by fans who are thrilled to see a younger audience connecting with one of their favourite artists’ music. The chances of going viral can be improved by choosing classic chart-toppers that may find a revival among younger audiences. Songs with short catchy hooks that are attached to eye-grabbing visual sequences in clips that are sixty, or better yet thirty, seconds maximum are more likely to be picked up on and shared on TikTok. The runaway resurgence of Bush’s 1985 classic could be a signal to film and TV producers to make clips more “TikTokable”. The song speaks to misfits and of desperation, themes as relevant to teens in 2022 as they were in 1985. Others engage less with Stranger Things and more with Kate Bush, in videos depicting connecting with parents over a shared love, recommending more of Bush’s music, and sharing joy that a new generation of audiences might be discovering the influential artist for the first time. Videos featuring the song depict teens cosplaying as characters, acting out scenes from the shows, and making humorous meme videos (“my friends playing my favourite song trying to save me… my airpods die”).
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