TikTok hostages: singers denounce pressure from record companies to go viral on the platform

Artists tell how viral dances have been indicators of success for record companies and producers in investing in music

It is difficult to define when the Tic knock became a reference for the potential success of artistic products, but since it exploded to the general public in Brazil, during the pandemic, it is common for songs to go viral on the platform before reaching the top of the music charts. The band The young Dionysus and the single ‘wake up, Pedro‘are an example.

In an interview with Landthe group claimed to have composed the single in 2018. But it wasn’t until May 2022 that the song generated engagement and a busy schedule of shows and commercials, after it went viral Tic knock.

The reach of the platform, however, is a double-edged sword. If on the one hand it brings art to millions of people, on the other it conditions careers to repercussions on social networks.

Big names in music have complained about pressure from record companies to produce dances that make songs go viral. anita, Adele, Ed Sheeran, Halsey, Izzy La Reina and Manu Gavassi are some who have already publicly positioned themselves against this wave. The argument is that the creative process cannot be subject to this kind of interference.

the sertanejo Ze Felipe, who invests in the platform and reap the rewards of viral dances, has called “stupidity” to row against this current. Among the singer’s hits are “Bandido”, “Toma Toma Vapo Vapo” and “Malvada”.

Even the country girl Yasmin Santos reported to Land that there is what he called an “incentive” from the record company, the Sony Musicto strengthen your content in the Tic knock. She, who considers herself “no game”, has little presence on the platform, but recognizes the potential for interference in numbers.

“The platform has changed people’s lives,” he says.

Viral and without inheritance

Hostages of success, artists from all over the world, regardless of their intimacy with the Tic knockhave lived with the influence of companies in the samples and strategies, as well as being accused of dancing. one’s anita revealed on his Twitter profile that he had to insist a lot that ‘Involve‘, a record-breaking streaming song, was released as a single.

“The record company nowadays is very attached to Tic knock. If you’re not immediately successful, they say hello and fuck you. It’s like “Engage”. I only recorded it for sheer insistence and it only went viral afterwards. It’s hard for you to get people to continue the work by promoting it, even if it’s not an instant hit, “the singer complained, suggesting that songs without viral potential have no place in the phonographic market.

The singer Matheuzinho, ex-girlfriend of Marília Mendonça and who worked on her latest single ‘Lapadona‘with the GR6 Explode, he does not hide behind the scenes the charge of having an active presence in the Tic knock. The sense of guilt for the absence on stage, among other things, is something that inhabits the conscience of the musician.

“I need to dedicate myself more, but yes, when we record the clips, we already prepare three or four dances to promote there. [no TikTok]. They are a bit strict, but I have to obey, both for my own sake and for the sake of the music. Sometimes I spend a lot of time without posting and they get attention: ‘Matheuzinho, make a video like this’ “, she says.

Dynho Alveswho has worked with KondZilla and GR6 Explode, among other production companies, faces strategic planning bomb on TikTok in a very calm and professional way. For him, whether he likes it or not, the preparation of content that dialogues with the platform has become an obligation of the current artist.

“I don’t call it pressure. It’s part of the job. The producer just provides support,” he says.

The report of Land sought the advice of Sony Musica GR6 explodes And Warner Music to hear the part of the companies about it. However, until the report was published, there was no response. The space remains open for placements.

* With editing by Estela Marques.

Source: Terra

Camila

Camila Luna is a writer at Gossipify, where she covers the latest movies and television series. With a passion for all things entertainment, Camila brings her unique perspective to her writing and offers readers an inside look at the industry. Camila is a graduate from the University of California, Los Angeles (UCLA) with a degree in English and is also a avid movie watcher.