TikTok’s Music Energy Gamers, Influencer’s Schedule

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In this week’s issue:

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Headshots of Jahan Karimaghay, Haley Spencer, Sanu Hariharan and Gaby Fainsilber against a pink gradient background and the TikTok musical notes logo

Left to right: Jahan Karimaghay, Haley Spencer, Sanu Hariharan and Gaby Fainsilber

Bank mob; Warner Records; Faith media; Crush music; Marianne Ayala / Insider

From record labels to Lizzo, power players who use TikTok to shape the music industry

Forget “TRL” and the radio, TikTok is now the place where stars are born.

My colleague Dan Whateley delved deep into the industry, speaking to dozens of sources to identify the top record labels, artists, marketers, and creators who are using TikTok to shape the music industry.

Here’s a look at who’s on this year’s list:

  • Chelsea Smith, Warner Music Group: Smith acts as a link between digital platform partners like TikTok and the various record labels within Warner.

  • Team behind “Ratatouille: The TikTok Musical”: Jeremy O. Harris, Ellenore Scott, and others helped turn the TikTok trend into a livestream performance.

  • Jun Park, Austin Georgas and Luis J. Najera Jr., Flighthouse: The company built a huge following on the app by posting short video sketches with some of its top stars.

“Nowadays, for every single artist on the label who releases a record, we are considering a strategy for getting the most out of the TikTok platform,” said Tarek Al-Hamdouni, SVP of Digital Marketing at RCA Records.

See who made the full list here.

What influencers have learned from the Facebook and Instagram failure

Facebook’s own apps, including Instagram, were shut down on Monday due to a widespread six-hour outage.

While the platforms were down, my colleague Sydney Bradley spoke to influencers and advertisers.

The lights are back on – Sydney was on the phone with an influencer when Instagram rebooted – but the disruption was a wake-up call for influencers about their business and the danger of relying on a company.

“It’s a reminder not to put your eggs in one basket,” micro-influencer Lissette Calveiro (61,000 followers) told Insider. “Instagram-only creators are in a difficult position right now. For others who are active on multiple platforms and have their own audience such as newsletters, things continue as before. “

The ones who have already diversified? You had a pretty good day. Take TikTok’s Justina Sharp (114,000 followers), who saw a surge in views.

Learn more about how YouTubers were affected by the outage.

What else you need to know this week:

What’s hot

Creator Income

Market movements

Nickmercs stand in a black faze shirt against a white background


The kinetic group

Twitch and YouTube are fighting for top streamers with two very different pitches

Nicholas “Nickmercs” Kolcheff, one of Twitch’s most followed streamers, announced this week that he is staying with the platform.

His decision comes shortly after other major streamers like TimTheTatman and DrLupo moved their livestreams to YouTube Gaming. YouTube has paid talent to stream exclusively on its website, which promises a more holistic approach and doesn’t focus solely on live streaming.

But for those who are primarily streamers, Twitch still has the upper hand.

My colleague Michael Espinosa spoke to experts who cracked the continuous game from YouTube to become the dominant platform for live streaming – and why it isn’t for the time being.

With features like polls, gift subscriptions, and raids to connect with audiences and other streamers, Twitch is designed for live streaming and community building.

YouTube has since lagged behind with this community building, which industry insiders say some big names keep on Twitch.

Learn more about the battle for streamers here.


Kristen Stewart and Robert Pattinson played Bella Swan and Edward Cullen, respectively.

Summit entertainment

How the team behind Lionsgate’s TikTok made films like “Twilight” and “John Wick” go viral

TikTok users really want to know who is responsible for Lionsgate’s account. A quick look at the top comments on his videos makes that clear.

“WHO MAKES THIS ACCOUNT!?!?” Exclaimed one user.

“IS THAT FR LIONSGATE?” asked another TikToker.

Dan has answers: he spoke to the studio’s social media team about how they adopted a humor and trending DIY style to promote films like “Twilight” and “John Wick”. Think Gen Z superfans, not a decade-old Hollywood powerhouse.

Read more about how their strategy has evolved.

Chart of the week:

TikTok chart

Launch metrics

Launchmetrics published a study on TikTok and the power of creators in 2021. According to the study, 50% of brands measure TikTok marketing campaigns by their impact on sales.

Check out the full report here.

TikTok hashtag of the week:

According to data from Kyra IQ, we highlight a top trending hashtag on TikTok every week.

This week’s hashtag: Salmon Bowl

  • Percentage increase over the last 7 days: 4.062%

  • The latest viral hashtag revolves around a popular new recipe with leftover salmon created by Emily Mariko. As a result of the trend, she has amassed nearly 4 million TikTok followers. Her original platform is YouTube, where she posts vlogs and fashion videos.

What else we read and see:

And before you go, check out the top trending songs on TikTok this week to add to your playlist. The data was collected by UTA IQ, the research, analysis and digital strategy division of the United Talent Agency.



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