Thomas Hobbs

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Drake 's has triggered new Song , a dance challenge on Social MediaContent ='JJ Lin'> -

How is Drake cope with life in lockdown? Fight the boredom by putting the dance moves when the video for His new single, Push Toosie, is anything to go by.

in Addition, The RapperContent ='JJ Lin'> shows in isolation, in serious, applying a face mask and gloves to stay home, as so many of us (to be acknowledged ), it also carries the trace of the eponymous dance routine.

"It's the right foot, left foot shift / Left foot, right foot, push you," he sings, while the Demonstration of the movements in its lobby.

a Seemingly harmless Fun , But for Maddy Raven digital music marketing Agency Burstimo, it doubles as a "fantastic" Social MediaContent ='JJ Lin'> marketing-Trick.

Drake is a simple, easy choreography copied is perfect for the New WaveContent ='JJ Lin'> of video-based Social MediaContent ='JJ Lin'> platforms, especially Tik Tok.

The Chinese-owned Social MediaContent ='JJ Lin'> app in which users create 15-second clips, usually set to music, second only to WhatsApp in the global downloads in the past year.

With a billion users of the international version, it has become increasingly established as a way for unknown artists to score points, a breakout Hit from Lil -Nas-X, to Doja CatContent ='JJ Lin'> 's and Arizona ZervasContent ='JJ Lin'> is in the same way that in a TV Spot, could be the compressor, charging an artist for sales in the pre-internet era.

"TikTok is a completely new kind of dialogue, not only with their direct Fans, But who wants to dance or show off your creativity in the short-form video," says Sammy Andrews, CEO of Deviate, Digital, a consulting Agency in the entertainment industry.

Drake himself played in December, the single, chastise rappers who "spend too much time on [Instagram] labels, not enough time on the action. "

Shortly thereafter, he took His own advice, messaging, internet-famous dancer, Toosie, a beat with some lyrics, and asked for help when creating a routine. Four months The Song Content ='JJ Lin'> has Billboard charts topped.

'won't you dance with me?'

The star is no stranger to viral dance-recognition. His clumsy movements in the video, for 2015 the Hotline Bling is spawned endless memes, while The Track Content ='JJ Lin'> In My feelings accidentally triggered. The Toosie push, however, is considerably more transparency about its ambitions.

Raven thinks it's a dance, the partnership of self-interest, use of s dance-pop-culture-heritage, and the new music Drake ' directly to His young fan base.

The majority of the TikTok users are between the ages of 16 and 24 years-Gen Z - an audience with the rank of Drake as.

the dance is also Central to The PlatformContent ='JJ Lin'> for Success , with routines like The one Below, Renegade and Cannibal all viral because of the parent company byte dance, (plus its huge database) in the year 2017.

"Add", this TikTok unique layout, the heavily on Content discovery via subscriber-weight with an algorithm that learns from likes and, therefore, rewards, retention, instead of simply pushing The MostContent ='JJ Lin'> popular Content - and it's a stage that even a megastar like Drake , now 33, do not ignore it can.

"This is a New FrontierContent ='JJ Lin'> for music and music interaction," says Andrews. To deal with "unlike many other apps, people are actively looking for music, in a way, that The MostContent ='JJ Lin'> not available on other platforms".

Toosie film is a "Prime example", especially for The PlatformContent ='JJ Lin'> , says Rabe. "The uncomplicated texts do not provide clear instructions for a possible dance-trend, even if it is explained to the public".

And it is a tactic that seems to pay off. Two DaysContent ='JJ Lin'> after the video release,, views Tik Tok submissions under #toosieslide hashtag, the Hit was already 20 million. Two weeks later, the day was considered to be 2. 4 billion times (three attempts of Justin BieberContent ='JJ Lin'> ). That's a lot of eyes and ears of anyone's standards.

"Make no mistake, every record company in The WorldContent ='JJ Lin'> , is now actively looking for ways to TikTok as part of a marketing campaign for a Track ," says Andrews.

snowball effect

The hungry marketing push is part of a broader, as TikTok traction can often be a springboard for further Success in the mainstream music streaming platforms such as Spotify and Apple MusicContent ='JJ Lin'> .

in The LastContent ='JJ Lin'> month alone The WeekndContent ='JJ Lin'> ' s Dazzling lights trending began on TikTok and is "now chart-topping And One of the Most StreamedContent ='JJ Lin'> songs," explains Raven, to help him out of the 64 million monthly listeners on Spotify reach for the First TimeContent ='JJ Lin'> in His career.

One of the best-known examples of TikTok, the potential snow-ball effect Nas-X-Old TownContent ='JJ Lin'> street. Before you play global with Billy Rae Cyrus, The RapperContent ='JJ Lin'> , the original version broke on TikTok, with Creator, it is in your videos, how they were turned into cowboys and cowgirls.

the continued Success of Nas X to go from a college to sleep dropout looked at His sister to the ground, inciting a major label bidding war, ultimately signing to Columbia RecordsContent ='JJ Lin'> .

"should I have to pay maybe, TikTok," "you really have a positive effect on The Song Content ='JJ Lin'> . "

Lil -Nas-X drove His TikTok Success all The WayContent ='JJ Lin'> to the Grammys,

Low-fi rapper has found Powfu similar viral Success with its warm, introspective Track Death Bed (of coffee For your head), which is always a soundtrack to the lockdown.

It is found in popularity, thanks to which A Man sees, pull out all the stops to win over a girl he sees through The WindowContent ='JJ Lin'> , while you isolate yourself, and has since spread over The InternetContent ='JJ Lin'> .

After amassing More ThanContent ='JJ Lin'> 100 million plays on various YouTube clips released, the on 1. April, already nine million has been viewed times.

Tik, Tok, boom?

The Bottom LineContent ='JJ Lin'> of all of this increased engagement is of course financial, with streaming now.

"We use TikTok as a means to first of all pay attention to the artists and ears on The MusicContent ='JJ Lin'> ," explains Raven. TikTok algorithm remains a closely guarded secret, But a proposed license fees are paid per video upload for The Track Content ='JJ Lin'> " - a viral dance routine, a stand-alone gold mine.

Additional license fees, the come, then, "if the consumer is pushed to streaming platforms, or The Track Content ='JJ Lin'> traction gets enough in radio to be played in rotation," she says.

Andrews is also aware of "some of the artists and labels you can change the name of your pieces of post-release, if you are caught mass fan uploads and dances to TikTok under a different name to them easily recognizable to streaming services".

There is, however, a looming concern that a tsunami of commercial Content - scratching finally, the community to go The WayContent ='JJ Lin'> of Bio-Creator and saturating The PlatformContent ='JJ Lin'> with big names and big companies, try viral.

where So Toosie Push Drake to leave? As the cultural behemoth of the Last DecadeContent ='JJ Lin'> , it is A Sign of The RapperContent ='JJ Lin'> adapting to new trends, or a superstar to sell His musical integrity in order to remain relevant?

Potentially, both Thomas HobbsContent ='JJ Lin'> , a freelance music writer for Pitchfork and NME, Among OthersContent ='JJ Lin'> .

"rappers can't ignore The BoomContent ='JJ Lin'> of TikTok and I think the only was designed to open up to that More ThanContent ='JJ Lin'> the quarantine. It was just a nice coincidence," he says.

"Like His idol Jay-Z, Drake and white, to explore how and trends from the younger artists to stay relevant. "

Drake warns The MostContent ='JJ Lin'> successful male solo artist in the U.S. Charts history

But , just like the 1960s, an artist, ran out of songs about The TwistContent ='JJ Lin'> , The Mashed PotatoContent ='JJ Lin'> , The Loco-Motion, to get the benefit of it, and then-contemporary dance celebrities, crazy Hobbs, that Drake and the other established stars who need to Be CarefulContent ='JJ Lin'> that you are not "adding something vibrant that these trends are not just recycling them".

"If Drake lives up to The HypeContent ='JJ Lin'> , then a lot of His fans not to make a big commercial single once with lukewarm album that against him. "

such A self-confessed fan, Tobi, Rachel, a culture, author, and host-Yellow-Cup-podcast, suggests that Drake can "get away with" Toosie routine Slide under the TikTok generation, it was to the left rolls Her EyesContent ='JJ Lin'> , as a long-term listener "from His mixtape titled "days".

"I have to chuckle at the fact that he seemed to be bored, in self-isolation, as so many of us, But I think it is The FirstContent ='JJ Lin'> and last time he should ever be so blatant, because he did not get A Pass again. "

A clear warning that Drake played His Joker card. But if you better The RulesContent ='JJ Lin'> of bending, as in the case of a global pandemic? Maybe we can push this (Toosie).

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tiktok, drake, music, social media

Source of news: bbc.com