After getting caught up in the hype of London’s hottest up-and-coming hip-hop trailblazer, HBEEE through his viral hit, Game Over, we couldn’t wait to dig into his latest hit, Chosen Freestyle.
Once the introspective instrumentals swathe the production in an atmosphere that sets the perfect tone for reflection, the bars and the beats roll in thick and fast, exhibiting HBEEE’s ability to freestyle with the fervour of Juice WRLD, Cassidy, and MC Juice, while staying true to his own gritty grime artistic identity.
The raw and spontaneous bars result in unexpected lyrical flows, which continuously culminate in a series of mic drops. HBEEE’s wordplay doesn’t solely exhibit his ability to maintain rhymes and stay on the beat; it also lends itself to a personal connection between his candour and the listener’s ability to relate to the lyricism.
Cheeky and convictive in parts, cuttingly haunting in others, HBEEE knew exactly how to make his mark on the London grime scene. Try as other artists might, few flows bring the same fire as what blazes through Chosen Freestyle; he’s razing the whole grime scene to the ground.
The official music video for Chosen Freestyle will premiere on YouTube on March 28th.
G185TARR’s remix of Ami Leigh’s debut single, ‘Dark Soul‘, is a masterful reinvention that amplifies the original’s raw innovation and emotional depth. This collaboration, a long-awaited fusion of talents, brings a new dimension to the track, infusing it with a darker, more enigmatic edge.
Ami Leigh, a multifaceted musician from County Durham, UK, originally captivated audiences with ‘Dark Soul’ in March 2019. The track, known for its candid confessions and intimate revelations, showcased her ability to weave personal narratives into compelling musical tapestries. In this remix, G185TARR, a producer with a discerning ear for unique soundscapes, has skilfully reimagined the song, maintaining its core while introducing a beguiling Trip-Hop flair.
The ‘Death By TripHop Remix’ elevates the original’s beguile to the nth degree. It retains the affecting shimmers of the angular cutting guitar strings while allowing Ami Leigh’s direct vocal lines to pierce through the veil of the Trip-Hop-ed production. The remix adds swathes of style to the substance that Ami Leigh is quickly becoming renowned for.
With vocal lines that ache in the same vein as Mazzy Star and an artful approach to songwriting, Ami Leigh pushes the boundaries of alt-indie into dark new territories. This remix, rhythmically bolstered and erratically arcane, is a stunning ode to the panache of Trip Hop. It’s a track that resonates with those whose souls are married to the shadows, inviting them into the disquiet turbulence of a sound that is both haunting and profoundly contemplative.
Stream the official music video for the G185TARR Death by TripHop Remix of Dark Soul on YouTube now.
Peach Giraffe’s new single, “Intertwined,” is a masterful blend of skate punk, hyper-pop, trap nuances, and a touch of Arcade Fire, creating a vortexical kaleidoscope of avant-garde electronica. The grungy and antagonised vocal lines sink into this eclectic mix, stitching “Intertwined” with a mind-altering amalgam of aural aesthetics.
This daring combination cements Peach Giraffe as one of the most bold, indomitable, and fearlessly innovative artists in the alternative music scene. As genre lines blur in “Intertwined,” Peach Giraffe’s commitment to sonically visualising emotional themes shines through. The single is a lyrically poetic exposition of a relationship where distance doesn’t necessitate disconnection, despite the ambiguous parameters that could easily send the mind into a spiral with too much contemplation.
Peach Giraffe’s approach to music is an unforced journey of experimentation, spanning over a decade. His process involves piecing together a puzzle of sounds and ideas, driven not by genre constraints but by spontaneous inspiration. “Intertwined” is a testament to this organic and free-flowing approach to music creation. It’s a track that doesn’t just fit into the alternative music scene; it stands out as a bold statement of Peach Giraffe’s unique and unbridled creativity.
Intertwined reached the airwaves on March 10; stream the official music video on YouTube now.
“Midnight” by DJ Lennon Mercury featuring Belle is a relentless force. This single, crafted by the masterful hands of DJ Lennon Mercury and penned by the Grammy-winning Belle, redefines the boundaries of EDM with its raw, unbridled energy.
From the get-go, “Midnight” grabs you by the soul. The hard-hitting hard house rhythms are merciless, seizing your rhythmic pulses and refusing to let go. The production is slick, a glossy testament to what the future of EDM can and should be. Belle’s vocals don’t just ride the beats; they electrify them, matching the high-octane, infectious intensity that’s set to dominate airwaves and devour dancefloors.
Picture the wild, unapologetic spirit of Icona Pop’s collaboration with Charlie XCX, then crank it up with hardstyle steroids – that’s the explosive vibe DJ Lennon Mercury has unleashed. Belle, with her history of lighting up stages worldwide, injects a raw, emotional depth into the track.
DJ Lennon Mercury, a maestro of the EDM scene, brings his signature blend of innovation to “Midnight.” Known for shaking up charts and crafting soundscapes that defy convention, his production on this track is a bold statement in a genre that thrives on the cutting edge.
Midnight stormed the airwaves on March 15; stream the single on YouTube now.
Start your 80s RnB love story by slipping into TaQuan MonChez’s latest single, ‘Wonderland’, which pours the essence of gospel into the heart of RnB. After honing his skills in a 20-year tenure as a church musician and a self-taught pianist, Wonderland showcases TaQuan’s journey and his ability to construct auditory embraces, capable of enveloping listeners in lush, hazy tones.
The ode to an ethereal kind of love, one that allows the material world to dissolve into insignificance, ensures this emotional theme resounds through each element – especially through his velvety magnetic vocals as they effortlessly ascend into a higher vocal register.
The guitar lines in ‘Wonderland’ are also a standout feature, dancing through the track with a pop and groove that’s infectious, intricate, and definitively 80s. These melodies underpin TaQuan’s vocal prowess, creating a layered and immersive soundscape.
Moreover, ‘Wonderland’ is a showcase of TaQuan MonChez’s exceptional songwriting ability. Each musical element is meticulously woven to create a tapestry that visually and sonically represents the sanctity of transcendent love. The song is a testament to TaQuan’s belief in music that resonates with integrity and decency.
Wonderland was officially released on February 16; stream the single on YouTube.
Fuse wavy indie dream pop with swathes of contemporary appeal and Lynchian sonic cinematography, bed the synthesis into RnB roots, and you will be left with a hypnotic elixir which pours as deliciously as Alana Monteiro’s single, Miss No More.
The single unravels through the juxtaposition of lyrical vulnerability and the strident reclamation of power following a disempowering relationship that turned sour. The timbres in the track may run smooth, but there’s no putting out the fire Alana Monteiro started with her velvety luxe vocal lines that harness all the rage that is left in the ashes of a relationship that will never allow you to live up to your worth.
It’s a stunning release from the multi-faceted powerhouse of talent; when Alana Monteiro isn’t in the studio, she’s making waves in the fashion industry as a top supermodel who has made her way into the ranks of the top 100 black female models and acting in Emmy-award-winning films. Miss No More is definitive proof that her beauty is more than skin deep; it oozes from her soul into the lush production.
Stream the official lyric video for Miss No More which is slick with Burn Book-esque aesthetics and premiered on March 13 on YouTube.
Mia Laren’s latest single, ‘Woman Like Me‘, is a masterclass in contemporary pop production, interweaving nostalgia with a fresh, electrifying approach. The guitar tones shimmer with a transcendental quality, while the basslines run as hot and heavy as the empowered lyrics. The anthem of self-worth and confidence is a striking testament to her burgeoning prowess in the pop music sphere.
Hailing from Baltimore and now based in San Diego, Laren, a singer, songwriter, producer, and professional dancer, infuses her music with the rhythm and expression of her dance background. This is vividly apparent in ‘Woman Like Me’, where she combines sharp rhythmic beats and sultrily magnetic vocal lines which hark back to Shakira’s ‘Whenever, Whenever’ while exhibiting her ability to create aural auras which reflect her lyrical themes. Coupled with her impressive octave range, which borders on the celestial, Laren is undoubtedly on the cusp of becoming a significant name in the pop genre.
‘Woman Like Me’ is a reflection of her belief that music is the connection to the soul. It’s a track that not only awakens the rhythmic pulses but also invites you to connect with its deeper message. The track is the perfect opportunity to align your actions with your worth.
The official music video for Woman Like Me was officially released on March 6th; you won’t want to miss the conceptually fire gender fuckery Laren uses to prove her worth and inspire other women to find their own.
In the valleys of Hampshire, The Whiskey State, comprising Tom Stride and Jordan Tate, has distilled a sound that resonates with the soul of country and the riotous heart of rock. Their latest single, “Where I Need to Be,” is a testament to their journey from college companions to creators of exhilaratingly sticky-sweet euphoria.
Imagine extracting the quintessence of The Manic Street Preachers, Bruce Springsteen, and Sam Fender, then blending it into a musical elixir. The result? A flavour profile as affecting as “Where I Need to Be,” a song that pays homage to the sanctity of country surrounds. It’s a track that stirs the soul so profoundly, that you might find yourself questioning if any roots-reverent rock track has ever touched it quite like this before.
The song encapsulates tender homecoming yearning through the guitar chords that wrap you in nirvana and endlessly ensnaring vocal hooks which make it impossible not to want to make The Whiskey State your sonic poison of choice. The songwriting prowess of the duo is as evident as their ability to catapult listeners into the soulful aura of their music.
Few things feel better than returning to whatever constitutes home, but this track comes a close second. With their debut EP “Welcome to…”, The Whiskey State not only showcases their distinctive blend of country and rock influences but also cements their place as one of the most captivating country-influenced rock duos in the Uk and beyond..
Stream the official music video for Where I Need to Be via YouTube.
London’s premier Ramones cover band, Ramoanz, is bringing a brand-new energy to the punk legacy, as evidenced by their recent performance of the hit 1976 single, I don’t wanna go down to the basement.
Ramones may have spoken to the disfranchised youth, but the four old-school punks who grew up listening to the three-chord structures of the NY-hailing antagonistic visionaries are extending the conversation to every generation while proving that the music is as timeless as the taste for rebellion.
By keeping pace with the frenetic rhythms with razor-sharp precision and putting visceral oi punk-esque volition behind the vocals, Ramoanz aren’t just paying homage to their idols, they’re starting their own revolution in the UK.
Watch the live recording of I don’t wanna go down to the basement filmed at Fiddler’s Elbow on YouTube now.
TikTok’s ability to catapult musicians into the viral fame stratosphere is hardly the music industry’s best-kept secret. Everyone from Lil Nas X to Selena Gomez to Lizzo to Doja Cat owes some degree of their success to the platform, which is often largely disregarded by people outside the Gen Z generation as a breeding ground for narcissism.
The controversial platform has also proven efficacious in turning older songs into new viral hits, which find their way back into the charts or reach the music charts for the first time. While there is some degree of luck and chance to the viral TikTok fame formula, there are ways to increase your chances of ensuring your music resonates with the new generation of music fans.
In this article, we will touch on how to leverage the platform for success, in the same vein as Mother Mother, and how TikTok fame translates to success outside of the platform.
How Mother Mother’s 2008 Single Shot to Viral Fame Overnight in 2021
The Canadian indie band Mother Mother is a testament to the power of adaptation and evolution. Their journey, particularly post their viral TikTok fame in 2020, is a fascinating narrative of how modern platforms can redefine an artist’s journey to success. After 15 years of steady, yet under-the-radar, work in the music scene, Mother Mother’s trajectory took a dramatic and unexpected turn, thanks to the social media powerhouse.
The band experienced a seismic shift in their career when their 2008 album ‘O My Heart’ found unexpected fame on TikTok. The standout track ‘Hayloft’ became a viral sensation, amassing over 635,000 videos on TikTok and nearing 263 million streams on Spotify. This surge in popularity was a stark contrast to their status two years prior, where they had approximately 1.08 million monthly Spotify listeners. Post-viral success, this number skyrocketed to 7.33 million, peaking at 8.17 million in April 2021.
Interestingly, ‘Hayloft’ was originally deemed too unconventional for mainstream radio, the song found its audience over a decade later among the Gen Z users of TikTok. Its quirky, genre-bending nature resonated with a generation known for its embrace of diversity and rejection of traditional norms.
The band’s response to this newfound fame was ingeniously strategic in 2021, they released ‘Inside’, an album that came 13 years and five albums after ‘O My Heart’. This release was followed by an intriguing move – the tease and eventual release of ‘Hayloft II’, a sequel to their viral hit. This sequel was part of an extended version of ‘Inside’, offering fans a fresh take on the beloved ‘Hayloft’ melody and lyrics.
This strategic release sequence not only maintained the momentum but also deepened the engagement with their audience. Within a week of its release, ‘Hayloft II’ was used in over 35,000 TikTok videos and garnered 3.4 million streams on Spotify, with the music videos for both ‘Hayloft’ tracks collectively hitting 2.5 million views on YouTube.
How to Gain Traction on TikTok
Mother Mother’s story is a striking example of how artists can leverage viral success to not only sustain but also expand their creative horizons. While Mother Mother’s fame even left the band perplexed as to how it happened and not every artist can bank on winning the same virality lottery, musicians wanting more traction behind their careers shouldn’t overlook the platform’s influence over the music industry. Here’s how to get started.
Leverage Trends and Challenges: TikTok thrives on trends and challenges. Musicians can gain traction by creating content that fits into or inspires these trends. Creating a catchy, easily replicable hook can encourage users to create their own content with the song, amplifying its reach.
Authentic Engagement: TikTok users value authenticity. Musicians who engage genuinely with their audience, respond to comments and participate in trends themselves can build a loyal following.
Collaborations: Teaming up with popular TikTok creators or other musicians can expose an artist to new audiences. Collaborations can take the form of duets, challenges, or simply using each other’s music in videos.
Consistent Posting: Regularly posting content keeps an artist visible and relevant. This doesn’t always mean only posting polished music clips; behind-the-scenes footage, songwriting processes, or personal stories can also resonate with audiences.
Hashtag Usage: Strategic use of hashtags can increase the visibility of content. Including trending hashtags, as well as specific music-related tags, can help a musician’s content surface in more users’ feeds.
Snippets and Teasers: Releasing short, catchy snippets of songs can generate interest and anticipation for the full version. This tactic can lead to users checking out the artist’s other work or streaming platforms.
Adapting to the Platform: TikTok’s format favours short, engaging content. Musicians need to adapt their music to fit this format, focusing on creating impactful, concise clips that capture attention quickly.
Interactive Content: Encouraging user interaction, such as asking for duets, remixes, or reactions, can increase engagement. This also gives fans a sense of participation and connection with the artist.
Understanding the Algorithm: TikTok’s algorithm favours content that keeps users on the app longer. Understanding and adapting to these mechanics, such as creating loopable content or videos that encourage repeat views, can help in gaining traction.
Embracing Virality: If a song or artist starts gaining traction, it’s crucial to capitalise on this momentum. This could mean creating more content around the trending song, engaging with users who make videos with it, or quickly releasing related music.
How TikTok Fame Translates to Success Away from the Platform
When a musician goes viral on TikTok, their visibility skyrockets. This newfound fame means more people are aware of the artist, which naturally leads to increased interest in their live performances, streaming their music, and purchasing their merchandise. Here’s how the success typically translates to other domains.
Spotify Streams: Viral TikTok songs often lead to a surge in Spotify streams. Users who discover a song on TikTok are likely to search for the full version on streaming platforms. Additionally, TikTok’s short format leaves users wanting more, driving them to platforms where they can listen to the entire track or album.
Converting Followers to Fans: TikTok followers can quickly become dedicated fans. As these followers develop a deeper interest in the artist’s work, they are more likely to buy concert tickets and merchandise. This conversion is often facilitated by the artist’s continued engagement and content creation that resonates with their audience.
Cross-Platform Promotion: Musicians often use TikTok fame to promote their activities on other platforms. For instance, they can announce new music releases, concert dates, or merchandise drops on TikTok, directing traffic to Spotify, ticketing websites, or online merch stores.
Algorithmic Boosts: The algorithms of platforms like Spotify often take cues from social media trends. A song trending on TikTok is likely to be featured in Spotify’s popular playlists, further increasing streams and visibility.
Merchandise Sales: TikTok allows artists to showcase their personality and brand, which can be leveraged in their merchandise. Fans who feel a connection to the artist are more likely to purchase merch as a way of supporting them.
Tour and Event Promotion: Artists can use TikTok to promote tours and events directly to a highly engaged audience. Viral fame can lead to rapid ticket sales, as fans are eager to experience the music they’ve enjoyed on TikTok live.
Collaborations and Sponsorships: TikTok fame can lead to collaborations with other artists or brands, further increasing an artist’s exposure. These collaborations can also include exclusive merchandise or sponsored content, leading to additional revenue streams.
Conclusion
If you want to connect with the new generation of music fans, put your music in front of them. If you’re always relying on Instagram and Facebook and then lamenting about the pitiful reach of your posts, this is a sign that your social media music marketing game needs to evolve in line with contemporary digital trends.
Use TikTok to market your new releases and your older material that you think would resonate with the new generation of music fans. Pour the same creativity you use in your music into marketing it and see what mark you can make on the increasingly digital music landscape.
