Lil Nas X

Lil Nas X

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Lil Nas X's No. 1 Run Began With TikTok, Now The Music Industry Is Taking Notice

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"We get 10 to 15 inquiries a day from artists and labels wanting to pay us to use their song," Devain Doolaramani, who manages over 20 TikTok users, recently told Rolling Stone
Ana Yglesias
GRAMMYs
Aug 26, 2019 - 2:22 pm

Whether or not you've ever downloaded the app, it's likely you've been hearing about TikTok more and more this year. Though it may be most popular among teens and pre-teens, the short-form video app is not one to brush off as a mindless youth trend. Its users upload 15-second videos set to music (denoted in text at the bottom of the clip) onto the platform, offering the chance for both the uploader and the artist of the song to gain viral fame. And while striving for your moment—however brief—in the spotlight is nothing new, teens' obsession with the year-old app is already making waves in the music industry.

Last month, 20-year-old Lil Nas X broke records as his viral Billy Ray Cyrus-assisted "Old Town Road" took the longest run ever at No. 1 on Billboard's Hot 100, holding its reign on the all-genre chart for 17 weeks in a row. Back in February, the then-unknown rapper, two months after self-releasing the original version of the country-trap song, uploaded it to TikTok along with a "challenge": to change into Western garb before the drop. The song went viral on the app as users like Michael Pelchat, a.k.a. NiceMichael, added their own versions. A month later, Lil Nas X signed to Colombia Records and in April they released the record-breaking remix.

Lil Nas X is not the only notable artist to effectively harness the power of TikTok. Lizzo joined the platform in June and offered the #DNATest challenge, featuring her 2017 bop "Truth Hurts"—she opens the song with "I just took a DNA test, turns out I'm 100% that bitch." This month, the two-year-old song became her first top 10 track on the Hot 100, hitting No. 4 on Aug. 10. "Juice," from her latest LP Cuz I Love You, is her only other song to date to make the all-genre chart, reaching No. 9. The newfound viral moment of "Truth Hurts," similar to that of Lil Nas X, led Lizzo to release a new remix, featuring DaBaby.

A recent Rolling Stone feature examining the app's rapid growth and impact on the music industry highlights the move for labels and artists to push their music on the platform. "We get 10 to 15 inquiries a day from artists and labels wanting to pay us to use their song," Devain Doolaramani, who manages over 20 TikTok users, recently told the outlet. The article explains that the Chinese company Bytedance purchased the lip sync video app Musical.ly in late 2017, and, in August 2018, shut it down and migrated its user base to the new TikTok, giving it a starting point of 500 million monthly global users.

Speaking to both active uploaders and people who support its uploaders, like Doolaramani, Rolling Stone found that the algorithm better supports the chance for 15 seconds of fame, as it "is constantly searching for new clips, rather than just pushing out the latest videos from already popular users." The algorithm also seems to push videos and challenges—and their featured songs—that are already doing well to the next level. Doolaramani noticed that songs featured in around 3,000–5,000 videos seem to get more a bigger boost once they reach that point.

The platform even offers "creator partner managers" for popular users invited into their Creators Program. Pelchat, whose profile says he has over 922,400 fans, is part of the program. As he told Rolling Stone, his manager can help push his videos with lower views to the next level.

"Within the hour, [the video] had 80,000 more likes than what it had before. They have some magical button that they can press and just promote [a video] to the world," Pelchat said, when describing what happens after he reaches out about a video. He added that managers "have a very key part in pushing what [TikTok] wants to do."

Yet, while record labels are currently paying popular TikTok-ers to promote their songs, they could require the platform to pay for the rights to use their music in the future. The article points to a recent Bloomberg report that Universal, Sony and Warner are all renegotiating their existing deals, which expire soon, with the platform.

While it's not clear exactly what the future of TikTok will look like, it is clear that the way young people consume music is ever-changing, and the short-form video app is a major part of that.

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TikTok

TikTok

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What Music Goes Viral On TikTok?

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Got bass? Here's how songs go viral on the wildly popular new app and how musicians can take full advantage of the craze
Ana Yglesias
GRAMMYs
Nov 6, 2019 - 9:31 am

By now, you've probably heard Lil Nas X's "Old Town Road Remix" a few times over. The song's viral moment—culminating on its record-breaking run on the Billboard Hot 100—was inescapable for the better part of 2019.

Yet before the young rapper rode his way into the spotlight, he uploaded a clip of the original song, along with a "challenge," to the popular social media video app, TikTok. Users, the bulk of whom are Gen Zers, can upload and view 15-second videos set to music, with the song title/artist displayed.

Consequentially, an ever-growing handful of catchy songs have gained fame within the app and, in the case of Lil Nas X, Lizzo (her #DNATest Challenge recently helped catapult her 2017 bop "Truth Hurts" to the charts) and a few others, in the greater popular culture and pop music landscapes. A recent story on Haulix's blog looks at last month's biggest hit songs on TikTok to unpack the trends behind the trends, to help more artists take a shot at getting their viral moment.

Haulix points to several key elements of songs that have gained traction on the app recently, highlighting the importance of "memorable lyrics," especially ones TikTokers can act out in their videos, as well as a danceable beat and a bass drop.

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Since the video clips can only be 15 seconds long, the app only plays a short segment of the featured song. The audio content of TikTok videos is the song itself and not the user singing, rapping or talking over it, meaning songs with clever or quotable lyrics tend to be the most popular.

While some tracks that make waves on the platform may be fun and catchy and continue to gain traction in its whole form on streaming platforms and the like, what is most important in successful TikTok hits are the catchy bars that hook people in and allow them to use their bodies and facial expressions—from dance moves, costume changes, creative makeup and more—to put themselves in the song.

Read: Lil Nas X's No. 1 Run Began With TikTok, Now The Music Industry Is Taking Notice

As Haulix pointed, "The greatest songwriters from previous generations made an impact on culture with songs and albums that told elaborate, sprawling stories of the human condition. Some of those tracks may find an audience on TikTok as well, but most users are seeking out 4-16 bars that make an immediate impression on listeners. Lyrics that may seem silly or outright ridiculous to average music consumers often take TikTok by storm."

They point to user @schmidtyqueen's video to Yung Gravy's song "Magic" about as an example of how she used his outlandish lyrics ("Heard my voice now she trying to have whoa. / Flexing ain't too complex, baby./ Ala-ka-f***ing-zam") to create a cute, engaging and simple clip.

The article also points to the popularity of rap, EDM and anything with heavy bass on the platform—anything with a catchy trap beat or a big bass drop is likely to get users attention, and find them inspired to try out their dance moves in hopes of gaining other users attention, likes and shares.

Haulix includes a 7-minute compilation video of some pretty fun TikTok clips set to bbno$ & y2k's viral hit "lalala," which features a simple trunk-rattling bassline and nonsensical lyrics with a humorous opening line ("Did I really just forget that melody?"). The video currently has over 39 million views on YouTube alone and found its way to the top of Spotify's Viral 50 chart in June.

Similar to bass drops, drastic beat changes or chord shifts (not unlike the journey of Travis Scott and Drake's GRAMMY-nominated 2018 No. 1 hit "SICKO MODE") can also inspire creative videos and viral moments on the platform. Haulix points to Kesh Kesh's "Vibin" as a popular example of this, where the beat itself (the only words in the clip are "One, two, three / let's switch this up.") leads, switching from banjo-led chords to a spacey G-funk beat.

In summary, if you're trying to give your music an extra push, make sure it's a trunk-slapper, one that could get the club going up or at least has funny, catchy lyrics, you can try your luck and viral fame and upload it to TikTok. It's always time for new challenges!

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Bjork

Björk

Photo: Santiago Felipe/Getty Images

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Be Like Björk: Iceland Unveils New 'Record In Iceland' Initiative

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"[Iceland is] a very small place with a huge pool of ridiculously talented people," Australian-born, Reykjavík-based composer/producer Ben Frost said
Ana Yglesias
GRAMMYs
Oct 8, 2019 - 1:49 pm

With the avant-garde future-pop of Björk, the dreamy post-rock of Sigur Rós, the moody piano loops of Ólafur Arnalds and the emotive indie rock of Of Monsters And Men, Iceland is birthplace of and home to small-yet-vibrant community of eclectic and experimental musicians.

Now, thanks to a new government-funded program called Record in Iceland, you too could find musical inspiration in the Northern Lights or expansive open spaces, to the tune of a 25 percent rebate towards recording costs, including travel and accommodations.

"[Iceland is] a very small place with a huge pool of ridiculously talented people," Australian-born, Reykjavík-based trippy soundscape composer/producer Ben Frost aptly said in the program's promotional video.

Notable Iceland music studios that could be your future creative home include Greenhouse Studios, where Frost works and Kanye West booked time in 2016 and Sundlaugin, where Sigur Rós recorded for years before they opened the space to other artists, which have included Irish crooner Damien Rice and Of Monsters And Men.

The application must be submitted by the producer of the project, which must be primarily recorded (at least 80 percent) in Iceland and released within 18 months. The majority of expenses, including studio costs, travel and accommodation for the primary performers and instruments, and the wages of additional performers, engineers, mixers and, of course, the producer.

More info can be found in the Q&A doc here and on their website (linked above). The document also notes that music made for film and TV can also be submitted for the refund.

Billboard notes the new program will be officially unveiled at Iceland Airwaves next month, the annual music showcase/industry fest in Reykjavík. They also point out the Nordic country has recently seen success with similar programs that have attracted filmmakers and TV producers, including from "Game of Thrones" and recent iterations of the Star Wars and Thor franchises.

"Because of our glorious isolation, Iceland has nurtured quite a unique music culture," Sigtryggur Baldursson, Managing Director of Iceland Music (Iceland's music export office) said in a statement. "Until now, these studios have been something of a hidden secret, but our aim with Record in Iceland is to open these facilities to a far wider range of international artists and businesses, and to make them a compelling commercial proposition."

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House of Blues

House of Blues

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House Of Blues Foundation Hosting Music Industry Job Fairs For Youth Across The U.S.

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The Music Forward Foundation's free All Access Fest events will feature music industry employers as well as panels and hand-on workshops for young people
Ana Yglesias
GRAMMYs
Oct 4, 2019 - 1:09 pm

Yesterday, Oct. 3, the House of Blues Music Forward Foundation announced they will be bringing back their All Access Fest music industry job fairs to select U.S. cities later this month. Following the event's launch last year, it will return to New Orleans, Las Vegas, Chicago and Los Angeles, and kick off in Orlando.

Registration is free and open to youth ages 16-22 interested in learning more about different music-related career paths and meeting potential employers. The first of the five events takes place next week, on Oct. 8, in New Orleans, followed by Las Vegas on the 17th, Orlando on the 21st, Chicago on the 24th and finally Los Angeles on Oct. 31. All are held at House of Blues/Live Nation run venues.

"We are thrilled to present our second annual All Access Fest for youth interested in music careers—on and off stage," Music Forward Foundation Executive Director Nurit Siegel Smith said in a statement. "This unique program offers young people from under-represented communities free resources and networking opportunities to help them navigate a career in music."

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The foundation, via Billboard, reveals that the Recording Academy, House of Blues/Live Nation and Ticketmaster are among the companies represented at the job fair, and notes there will also be "experiential lounges" from GRAMMY U, CD Baby and others.

Hands-on learning stations will also be offered, as well as panels on topics like "The Working Musician's Experience" and "Gender Equality in the Music Industry." Each event is slated to run from 9 a.m. to noon and will, additionally, host performances from alumni of the foundation's artist development programs.

Experts will be on hand from Live Nation, along with and exhibitions by GRAMMY U, CD Baby, Full Sail, Hercules, Hurdl, Massive Act, Music Supervisor and Novel Effect for attendees.

The fairs run from 9 a.m. to noon and also include panels, hands-on technical learning stations, local employers and representatives from post-secondary schools, as well as live performances by alumni from Music Forward's artist development programs.

The foundation was established by the House of Blues in 1993 to bring music and the arts to schools and youth, especially in underserved communities. Recently, the organization announced a new mentorship program, the Ambassadors Council, where established artists including Carlos Santana, Khalid and Lauren Daigle can directly connect with and inspire these communities.

For more info on All Access Fest, including registration, please visit their webpage.

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Lizzo & Halsey

Lizzo & Halsey

Photo: Matt Winkelmeyer/Getty Images for Spotify

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Lizzo, Halsey, Shawn Mendes & More To Talk Mental Health On Upcoming Radio Special

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Tegan and Sara, Blink-182, Judah & the Lion and Lauren Jauregui will also take part in "I'm Listening," a two-hour radio show focused on breaking stigmas around openly discussing mental health
Ana Yglesias
GRAMMYs
Sep 3, 2019 - 1:47 pm

This Sunday, Sept. 8, Lizzo, Halsey, Shawn Mendes, Tegan and Sara and others will take part in "I'm Listening," a two-hour radio special focused on breaking stigmas around openly discussing mental health. Blink-182, Disturbed, Korn, Judah & the Lion and Lauren Jauregui are among the diverse group of musicians, athletes and medical professionals/mental health advocates joining the conversation hosted by Entercom/Radio.com. The annual broadcast will once again mark the start of National Suicide Prevention Week.

All the artists participating have been open about their own struggles with mental health. Earlier this summer, self-love advocate Lizzo posted on social media about the depression she was facing, following up the next day with a powerful message to her fans.

She wrote, "I learned in the last 24hrs that being emotionally honest can save your life. Reaching out may be hard but as soon as I did it, I was immediately covered in love. I used to think of sadness as a constant with fleeting moments of joy in between…but it's a wave… My sadness can be as temporary as my joy."

She added a personal note about her own triggers, prompting readers to question what brings up sadness for them. "I love that I can use my sadness constructively in real time for gratitude. What triggers your sadness? What do you do when those buttons are pushed? What do you love about yourself in those moments of darkness?"

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Sara Quin of Tegan and Sara spoke to mental health challenges of the LGBTQ+ community as they continue to fight for equality. "I think issues around identity and mental health are intrinsically linked," she said in a statement for "I'm Listening."

"It makes sense to me now, that if I don't talk about my feelings, I'm not going to feel well, I'm not going to be well," Quin added. "Through the work that we do with the Tegan and Sara Foundation, and some of the staggering statistics surrounding queer people and mental health, we hope that by talking about some of our experiences as young people, that it will encourage others to do the same."

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Entercom's Chief Programming Officer Pat Paxton echoed the importance of the conversation—and talking about mental health in general—in the statement. "We are doing our part to end the stigma by encouraging people to talk. Like millions of others, my family has been impacted by mental health issues and the effect it has on friends and families is devastating. 'I'm Listening' is when our vast network of radio stations and digital platforms unite on the same day, at the same time, to ultimately save lives. If we help just one person, our time will have been well spent."

In addition to being able to tune into the program, which will be aired on all Entercom radio stations at 7 a.m. local time this Sunday, everyone is encouraged to join the conversation by tweeting to @imlistening_org, using the hashtag #ImListening or submitting your story on their website. Radio.com writes, "Select stories will included in the show." Listeners can also call in live to participate or listen to the special episode online after it airs.

If you are or know of a musician in need of mental health support, please visit MusiCares to learn more about your options. If you or a loved one are in crisis, the National Suicide Prevention Lifeline at 1-800-273-TALK (8255) or the Crisis Text Line (text TALK to 741741) are there to listen; you are not alone.

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