TikTok – the machine holding the ‘right to live and kill’
Since childhood, Flo Milli dreamed of becoming a music star. However, the 21-year-old rapper from Alabama couldn’t have imagined that an app from China would be instrumental in helping her succeed.
Before becoming famous, Flo Milli (real name Tamia Monique Carter) wrote music and posted new records online, but did not attract much attention. One day, her song “Beef FloMix” went viral on TikTok. At that time, the young girl did not even have a TikTok account.
Thanks to the songs that caught the eye of TikTok, within a few weeks, Flo gained attention in the music industry. She has since signed to RCA Records and was nominated for Best New Artist at the 2020 BET Hip Hop Awards.
“Initially, I wasn’t looking to become famous through TikTok. Everything came to me by surprise and I’m using it to introduce my music to more people,” Flo told Bloomberg. .
Flo is just one of many people who suddenly became famous thanks to TikTok. As of January this year, the platform currently has around 1 billion monthly active users. With such a huge number, the fact that the music product of an unknown artist becomes viral will bring them a lot of benefits.
When Megan Thee Stallion took off her vibrant orange mask and walked onto the stage to accept her Grammy, she held back tears, thanking her family and managers for making her the first female rapper to win. Best New Artist of Two Decades. However, she did not mention another “force” that helped turn her song Savage into a “hit”: TikTok.
Savage’s success did not come about by accident. 300 Entertainment, Megan Thee Stallion’s record label, worked with TikTok to promote her album Suga right before the pandemic broke out. Initially, the company chose the song Captain Hook as the focus, but TikTok encouraged to choose 5 songs to post on the platform and track different metrics.
As a result, users are most strongly attracted to the song Savage. The percentage of users saving snippets of this song for their use “has grown exponentially,” said Isabel Quinteros Annous, TikTok’s head of music partnerships. After that, a series of campaigns like #SavageChallenge were launched to maintain the song’s heat.
Female artist Megan Thee Stallion (Photo: Internet).
It can be said that TikTok has been dubbed a “hit machine” in recent years. Even thanks to this platform, many songs that were born long ago but few people know have gained attention again and become famous. The rise of TikTok in the past few years has worried many social media giants like Facebook and Instagram.
Since its inception, TikTok has been an application with more “control” than other applications. This means that a team will be in charge of determining which videos will go viral, which videos will appear on personalized recommendation pages, and which trends will “pop” around the world.
In 2018, Zhang Yiming – CEO of ByteDance (the parent company of TikTok), used artificial intelligence technology and a marketing budget of up to 1 billion USD to achieve the goal of hundreds of millions of users.
To drive downloads, TikTok goes to great lengths to ensure that creators, musicians, and advertisers are also making money on the platform. Regulators in Los Angeles and Beijing also regularly advise popular content creators on hashtags (#) and features important to advertisers. Additionally, TikTok connects creators with brands and musicians, which often leads to paid partnerships.
Gabby Murray, a 19-year-old TikTok creator from Florida with 8.5 million followers, says people like her get emails every week with instructions to determine which videos to make to increase exposure. .
TikTok is a formidable competitor of many other major social networks (Photo: Internet).
This approach is vastly different from the early activities of Twitter and Facebook, where most things would start going viral after many people posted about the same thing. Karyn Spencer, who runs the creator development program for Twitter’s Vine video platform, said US tech companies see themselves as platforms, not content providers, and discourage users. Post about certain things. However, that has changed somewhat as they have grown, especially YouTube and Instagram, which increasingly pay content creators.
It can be said that, thanks to the new approach, TikTok has partly changed the way to become famous with its global influence, becoming a worthy competitor to a series of other popular social networks.
Source: Bloomberg, CNN
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