Y2k and bbno$ wanted a hit, so they pushed their tongue-in-cheek 'Lalala' on Tinder, Craigslist, and hired telemarketers. Somehow, it worked
Lindsey ByrnesThat’s the self-effacing first line in Y2K and bbno$’s frivolous hit “Lalala,” which shot to the top of Spotify’s Viral 50 on July 1st and has remained in the Top 5 all month. It’s bragging, tongue-in-cheek nonsense-rap with a touch of
In the case of “Lalala,” part of the reason for the “explosive digital growth” is a guerilla marketing offensive involving Tinder, Craigslist ads, and even old-school call centers. The song starts like it was made by two slackers on a lark in the studio, but don’t be fooled; these artists speak about promotional tactics like they’re taking the Acela from business school to an innovation conference. “We tackled a lot of non-traditional markets in a very aggressive way,” says Y2k.
“You know [Cardi B’s] ‘I Like It Like That?'” bbno$ asks. “I sat down on [Y2k’s] couch and was like, ‘can you try [making something like] this?'” “I’m pretty sure I said Latin Spanish vibes,” bbno$ responds.Cardi B or not, Y2k approximated a “Latin vibe” with a guitar line written on a MIDI keyboard. bbno$’s hook mostly traces the same melody. “While [Y2K] was doing that [writing the guitar part], I was like ‘nah-nah, nah-nah-nah,” bbno$ says. “He turned around like, ‘go record that.
Thanks to their web of friends, bbno$ boasts that “people were spray-painting their car ‘Lalala June 7’ — we had the song viral before it even came out.” To date, three different versions of “Lalala” have been used in over 1.1 million TikTok videos. The most popular snippet incorporates that jarring opening: “Did I really just forget that melody?”
They even pounded the pavement, hiring random people “to go door-to-door with a song on the USB” and just give it away for free. “We put in ads [for the song] on Craigslist and eBay, really seeding the song in places you wouldn’t expect,” Y2k says. He’s not sure this worked: “We have no way of gauging that. We were just trying everything.”
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