![]() ![]() TikTok music talent can earn anywhere from $500 to $5,000 to produce a remixed version of a track, according to Cloherty. "Earlier this year we started to see songs splinter, meaning we saw a lot of audio library sounds take off and go viral, and then we would see multiple remixes or edited versions or clap tracks or sped-up versions take off adjacently," said Johnny Cloherty, CEO of the music-marketing agency Songfluencer. Marketers and record labels are now regularly commissioning music producers to create modified versions of tracks to promote songs. There's a lot of people doing it." Marketers embrace TikTok remixes and mashupsĪs with any social-media trend, music marketers are adjusting their strategies to stay in tune with TikTok's audience. "The landscape now is a lot more saturated of a market. "I have seen mashups since the very beginning of me being on TikTok," said William Carney, an artist and TikTok creator who performs under the name Carneyval and has made several viral mashups on the platform. ![]() The phenomenon has become so common that record labels are including remix and mashup artists in their song release strategies, and getting clearance from rights holders to upload altered versions of songs to streaming apps like Spotify and Apple Music. A TikToker may stumble upon a song that's been sped up, slowed down, layered with a clap track, or mashed up with another track. Many users now first hear a song in a 15-second snippet rather than listening to a full track. The app's short-video format has also shifted how songs are experienced. But TikTok's outsized influence on music discovery makes it largely unskippable for artists and their teams. ![]() Some performers say they're exhausted by the app's content demands. Artists, record labels, and music marketers are flooding TikTok with songs, hiring influencers to include tracks in videos, or posting video challenges to try to feed a song into TikTok's content discovery engine. Songs that go viral on the app, no matter when they were first released, often end up charting on the Billboard 100 or Spotify Viral 50. Over the last few years, TikTok has cemented its role as king-maker in music. It just helps ignite the main version even more." "When Tristan does a remix, we take it to market. "These kids probably heard Sam Smith for the first time in their life when they heard Tristan's version," said Nima Nasseri, the A&R lead for UMG's music strategy and tactics team, whose division hires creators like Olson to work on remixes. Smith posted a TikTok celebrating the song's revival using Olson's remix, and the artist and his record label Universal Music Group (UMG) cleared the rights for Olson's "I'm Not The Only One (Sped Up)" version to appear on streaming apps like Spotify. Tristan Olson, a 20-year-old college student and music producer, uploaded a sped-up version of the track on August 12 that went viral, appearing in more than 289,000 videos on the app (Smith's official version has been used in around 12,000 videos in comparison). In the middle of August, music artist Sam Smith's somber 2014 ballad "I'm Not The Only One" reentered Spotify's top 200 chart nearly a decade after its release.Īs with many other music trends in 2022, the song's resurgence can be traced back to TikTok.
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