Johnny Minardi, VP of A&R at Elektra, concurs. a joint venture with the Warner Music label. “There’s often a moment with TikTok, but then it’s the label’s job to extend that moment,” says Zack Zarrillo, co-founder of Public Consumption Recording Co. The band signed to the label and the indie-pop track is now being actively worked at radio and DSPs. They struck viral gold with their 2019 single “Tek It” in early 2022, which attracted the attention of Elektra Records. Given the current, anything-goes musical landscape, it’s unsurprising that the situation often plays out differently. Moreover, it shows no sign of slowing down any time soon. Regardless, “Middle of the Night” has amassed more than 380 million Spotify streams and charted in countries as diverse as India, Australia, Malaysia, France, and the U.K. “We did attempt to, but we decided that it didn’t really make sense for this situation,” Francis says. ![]() The execs then brought the song to pop radio but had little luck. “We found a TikTok team, we found influencers, we hired people, and we reached out to Spotify and Apple Music.” When “Middle of the Night” landed on Spotify’s “Today’s Top Hits” playlist, Hill and Tabari knew they had made the right decision. “We invested our own money in the record,” Hill says. Instead, Hill and Not Fit For Society President and co-founder Tabari Francis were largely left to their own devices. “We felt we should have picked up where we left off.” Hill, CEO and founder of Not Fit For Society admits. After all, Duhé had parted ways with RCA the week it was released. Due to the song’s comparatively recent release, they decided to self-fund a promo campaign when the label showed reluctance. “If the artist isn’t even signed into the ecosystem anymore, does it really make sense to go out there and spend the money on it?”Įlly Duhé’s management team found themselves in a similar situation with “Middle of the Night,” a 2020 synth-pop anthem that recently broke into the top 20 of Spotify’s Global chart after going nuclear on TikTok. “I have to do it literally station by station, programmer by programmer, and try to get one of them to take a shot on the song,” he says. ![]() So Riccitelli took radio promotion into his own hands. … Catalog divisions are inherently not built to work current singles. It’s hard to get the label involved because it’s not frontline music. “The song is now considered legacy, so it’s catalog. and former co-president of RCA Records, explains. “Tom was signed to Columbia and licensed to RCA in the U.S.,” Riccitelli, the founder of Gold’n Retriever Ent. co-manager Joe Riccitelli (alongside Sam Eldridge of UROK) in an unusual position. ![]() has been tricky.įor starters, a lot has changed since Odell first released “Another Love” - including his record label. But even with those numbers, breaking the song in the U.S. “Another Love” soon started charting globally, amassing more than 900 million streams on Spotify alone. “Another Love,” the Brit’s acerbic breakup anthem, went hyper-viral on TikTok in 2022, a decade after it was released, when the ballad was used to soundtrack emotional “creates” about the Russian invasion of Ukraine. One of the artists to successfully leverage virality is Odell. The goal is to extend the viral moment and hopefully make an impact across the wider music ecosystem. Without a sync on a cultural juggernaut like “Stranger Things” to open doors, artists and their teams are tackling this increasingly common scenario in a variety of different ways - from approaching radio stations and DSPs individually, to releasing new videos and alternate versions. In the case of Kate Bush, Warner Records couldn’t ignore 85 million global streams (this week alone) and re-serviced “Running Up That Hill” to radio. Be it Fleetwood Mac’s 1977 classic “Dreams” or Tom Odell’s 2012 single “Another Love,” songs that should be well past their use-by date regularly spring back to life. While revivals of that magnitude are rare, release dates have been obsolete on TikTok for years. 6 on Billboard’s Hot 100 for the week ending June 30) 37 years after it was first released in 1985. Take Kate Bush’s “Running Up That Hill.” Resurrected by “ Stranger Things” and overnight virality on social media, the synth-pop anthem is a chart phenomenon (No.
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