How digital marketers at Arista, RCA & more are shifting their strategies to TikTok
discussed how labels are now reverse-engineering hits to take off on the platform -- by following video trends, pushing dance challenges and even changing the rhythm of songs.
24kGoldn says he favors lyrics that are "easy to follow along" with. Another favored strategy is to look at what video effects and meme formats are trending on the platform -- from the reverse effect to wardrobe transformations -- and adjust accordingly. Labels are also being swept into action when songs blow up on TikTok months to years after release. RCA senior vp digital marketing Al-Hamdouni says the label is releasing a new take on 's 2018 track "sex money feelings die" after a fan's rejiggered, slowed-down version recently made the rounds on TikTok.
Even so, Al-Hamdouni warns against relying only on TikTok: "It's not going to guarantee you success," he said. Plus, it's hard to predict when a song will get a bump on the app, or how long the impact will last. When a meme about episode lasted two weeks on the platform, Al-Hamdouni says RCA was "pretty happy."
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