This is the age of streaming, and almost all new songs are pouring out on the same day and at the same time every week. Audiences don't have to wait for music to be released officially, labels don't have to be dependent on the trends of a specific platform, and they can plan ahead and act with intention. There are many reasons why snippets will become more important than TikTok Challenges. It is a means to garner interest and exhibit great explosive power over long periods of time within the rapidly revolving content market. If you're a K-pop fan, you might be familiar with a more formal form, called a “teaser.” Either way, the effect is the same. The latter draws attention to the publicity this would naturally bring about. Some call it a “preview” and some call it a “leak.” The former emphasizes an open attitude towards the creative process and communication with the fans. We have already seen cases where snippets and the reaction of fans influence some artists to change the lyrics and melody of the song and decide which song is to be released as a single. Taylor Swift unveiled a teaser of “You All Over Me,” which is a part of her “Fearless” re-recording project, on ABC’s “Good Morning America.” Polo G revealed the production of “Rapstar” almost as if broadcasting it live. Lil Nas X inserted part of “Montero (Call Me By Your Name)” in a Super Bowl advertisement this year. This strategy is becoming widely accepted in different forms. However, one thing is clear: the snippet of “Drivers License,” at some point, had become a part of the strategy leading to the big debut. She may have expressed her feelings in the form of short melodies and lyrics, rather than pictures and a few lines of text. It is unknown whether Olivia Rodrigo intended all of this from the beginning. Many people believed this song was about her real love life and drew quite the attention. On Instagram, she released some of the early versions of “Drivers License” in various forms over the course of several months. Although she was well-known through the Disney Channel, her “Drivers License” was an overwhelming success as soon as it was released, despite her being a new artist. Olivia Rodrigo’s “Driver’s License” is the most successful example. Think of it as an artist releasing a small part of their new song on social media or TV shows. By definition, a snippet is a piece of simple and fragmentary information or conversation. Now, TikTok challenges seem to be an inevitable yet enjoyable rite of passage for top artists’ new songs.Īnother common feature of recent hits is snippets. TikTok challenges was the driving force behind Jason Derulo coming in contact with Jawsh 685’s “Laxed - Siren Beat” which was later recreated into the No. Very few people would say that Arizona Zervas’ “ROXANNE” would have entered “The Hot 100 Chart” without the help of TikTok. Lil Nas X’s “Old Town Road” became the symbol of the TikTok era as it set the longest record of ranking first on the Billboard “Hot 100 Chart” for 19 weeks. For a while, TikTok challenges were like a magic box that generated many surprising hit songs.
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