{"id":83328,"date":"2021-02-01T15:00:16","date_gmt":"2021-02-01T15:00:16","guid":{"rendered":"http:\/\/routenote.com\/blog\/?p=83328"},"modified":"2021-09-15T08:42:09","modified_gmt":"2021-09-15T07:42:09","slug":"can-a-viral-hit-guarantee-a-successful-music-career","status":"publish","type":"post","link":"https:\/\/routenote.com\/blog\/can-a-viral-hit-guarantee-a-successful-music-career\/","title":{"rendered":"Can a viral hit guarantee a successful music career?"},"content":{"rendered":"\n<p><i><a href=\"https:\/\/unsplash.com\/@mauatlanta?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText\">Image&nbsp;Credit:&nbsp;Maurice&nbsp;Garlet<\/a><\/i><\/p>\n\n\n\n<h4><span style=\"color:#3366FF\"> Sea Shanty star Nathan Evans\u2019 debut single narrowly missed Number One this week, but will going viral with &#8216;Wellerman&#8217; be enough for the future? <\/span><\/h4>\n\n\n\n<p>Nathan Evans is the reason that sailor songs have been everywhere on the internet over the past month \u2013 there\u2019s even <a href=\"https:\/\/twitter.com\/JoshConstine\/status\/1354697609366016001\">a sea shanty about the recent GameStop drama.<\/a> Evans&#8217; cover of <a href=\"https:\/\/routenote.com\/blog\/the-sea-shanty-tiktok-trend-sails-on\/\">sea shanty<\/a> \u2018Wellerman\u2019 came in at number 3 on the <a href=\"https:\/\/www.officialcharts.com\/\">UK official Top 40<\/a> last week. Released as an EDM remix by 220 Kid and Billen Ted, it charted behind <a href=\"https:\/\/routenote.com\/blog\/olivia-rodrigos-debut-single-drivers-license-breaks-streaming-records\/\">Olivia Rodrigo\u2019s<\/a> \u2018Drivers License\u2019 and \u2018Without You\u2019 by <a href=\"https:\/\/routenote.com\/blog\/year-on-tiktok-music-2020-the-come-up-emerging-artists\/\">Kid Laroi,<\/a> another TikTok sensation. <\/p>\n\n\n\n<p>The outpouring of love for his <a href=\"https:\/\/routenote.com\/blog\/sea-shanty-tiktok-star-lands-record-deal\/\">sea shanty <\/a>rendition earned Evans a record deal with Polydor and prompted him to quit his job as a postman to focus on music full time \u2013 but that doesn\u2019t necessarily guarantee the continuation of the success he\u2019s seen so far. <\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Nathan Evans - Wellerman (220 KID &amp; Billen Ted TikTok Remix) | Official Audio\" width=\"720\" height=\"405\" src=\"https:\/\/www.youtube.com\/embed\/9A6XcFE4CL8?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h4>What&#8217;s TikTok got to do with the music business?<\/h4>\n\n\n\n<p><a href=\"http:\/\/routenote.com\/blog\/how-to-get-your-music-on-tiktok-and-earn-money-for-free\/\">TikTok\u2019s<\/a> influence on the music charts is undeniable. Since the free short-video social networking app launched in 2017, the integration of music on the platform has led to organic success for original artists. Featured songs on the app are sought out on <a href=\"http:\/\/routenote.com\/blog\/how-to-get-my-music-on-youtube-music-free\/\">YouTube,<\/a> then rack up the streams on services like <a href=\"https:\/\/routenote.com\/blog\/can-i-upload-my-music-to-spotify-yes-and-its-free\/\">Spotify<\/a> and emerging into the charts. <\/p>\n\n\n\n<p>TikTok is now bleeding into every part of the music industry. A&amp;R reps scour TikTok to find the next big thing, especially whilst they can\u2019t be stood at the back of a sweaty gig, and the music business is rushing to sculpt TikTok-ready tracks \u2013 with short, danceable beats and music videos featuring dances that just so happen to be the perfect length to be copied by users in their posts. <\/p>\n\n\n\n<h4>Why do songs blow up on TikTok?<\/h4>\n\n\n\n<p>Some lucky artists see their music become a soundtrack for millions on the app, and not always intentionally. Some music serendipitously becomes popular on TikTok through a cover version or random use for a dance, and the original musician then scrambles to capitalise on the sudden popularity. <\/p>\n\n\n\n<p>Take Jason Derulo\u2019s <a href=\"https:\/\/routenote.com\/blog\/uk-radio-biggest-songs-of-2020\/\">\u2018Savage Love\u2019<\/a> for instance \u2013 <a href=\"https:\/\/routenote.com\/blog\/jason-derulo-makes-over-75k-per-sponsored-tiktok\/\">Derulo<\/a> has been on a mission to be the emperor of TikTok ever since it became clear that the app was the next big thing in social media, and was named \u2018Best Celeb on TikTok\u2019 in the app\u2019s 2021 year round up. <a href=\"https:\/\/routenote.com\/blog\/tiktok-top-10-the-playlist-top-songs\/\">\u2018Savage Love\u2019<\/a> however was originally a <a href=\"http:\/\/routenote.com\/blog\/how-do-i-make-money-from-youtube-content-id-or-my-youtube-channel\/\">YouTube<\/a> beat by <a href=\"https:\/\/variety.com\/2020\/music\/news\/jawsh-685-siren-beat-new-zealand-home-interview-1234789998\/\">New Zealand teenager Jawsh 685<\/a>, uploaded to TikTok by a different user, which Derulo sampled for his own release without permission. It was Derulo\u2019s version that blew up in the mainstream, and only subsequently did <a href=\"https:\/\/routenote.com\/blog\/all-time-top-10-most-used-tiktok-tracks-in-2021\/\">Jawsh 685<\/a> get a feature credit. The 17-year-old was quickly signed to Columbia Records and is now in a similar position as Evans of making his first moves in the industry without TikTok to prop him up. <\/p>\n\n\n\n<p>Evans however is fortunate to be the face of the #ShantyTok trend. The <a href=\"https:\/\/routenote.com\/blog\/the-power-of-music-collaboration\/\">collaborations<\/a> that spawned from the original post featuring TikTokers laying their own song parts over his original cover are an obvious trail that leads back to his initial post. <\/p>\n\n\n\n<h4>Is viral success sustainable?<\/h4>\n\n\n\n<p>Lil Nas X is one of the biggest breakout stars from TikTok, leading from February 2019 when &#8216;Old Town Road\u2019 sparked a massive meme of users drinking Yee Yee Juice and changing into old western attire just in time for the song\u2019s drop. His career since then has been geared toward the app, with <a href=\"https:\/\/routenote.com\/blog\/10-new-christmas-songs-for-2020\/\">\u2018Holiday\u2019<\/a> featuring a TikTok-friendly music video. <\/p>\n\n\n\n<p>It&#8217;s probably <a href=\"https:\/\/www.bbc.co.uk\/news\/entertainment-arts-55768333\">too early to predict the career arc of TikTok viral successes.<\/a> It\u2019s different to the ancient breed of <a href=\"https:\/\/www.digitalspy.com\/music\/a660773\/what-happened-to-the-8-biggest-myspace-music-stars\/\">MySpace<\/a> breakout stars like Arctic Monkeys who focused solely on music and didn\u2019t have to contend with the sensory barrage and tiny attention span TikTok encourages. Sea shanties are a niche surely unsustainable past a few months, by which time the fickle internet will have forgotten why it was so obsessed with the sailor songs.<\/p>\n\n\n\n<h4>Should musicians be chasing TikTok success? <\/h4>\n\n\n\n<p>It\u2019s definitely something to bear in mind when it comes to marketing a release, as it\u2019s smart to have a foot in many platforms to ensure as many ears and eyes are reached as possible, but anchoring an entire image around one platform would be a mistake if a long music career is the ultimate dream. <\/p>\n\n\n\n<p>TikTok is an artist <a href=\"https:\/\/routenote.com\/blog\/three-free-tips-for-effective-digital-music-marketing\/\">marketing<\/a> platform, not one for users to consume music. Musicians should be wary of the bubble bursting; for one thing, post-pandemic the public won\u2019t have as much time on their hands to gaze at the endless <a href=\"https:\/\/routenote.com\/blog\/tiktoks-impact-on-popular-music-is-best-seen-through-charli-damelio\/\">TikTok<\/a> algorithm. <\/p>\n\n\n\n<h4>Will sea shanty fame be different?<\/h4>\n\n\n\n<p>Nathan Evans has said he\u2019s always been a songwriter, as well as sea shanty lover, and that interest in writing original songs should serve him well if his team are savvy enough to market him as a rounded artist rather than a TikTok star. But the public will still need to be reminded of why he gained fame in the first place. <\/p>\n\n\n\n<p>The #ShantyTok fad has been music-led unlike other TikTok visual trends, with musicians playing together over Evans \u2013 just look at the version that&#8217;s in the charts, a remix taking creative inspiration from the original cover. As long as the music is kept central to his next moves, the viral momentum should carry over to the long term. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Does a viral hit on TikTok like &#8216;Wellerman&#8217; set a course for a sustainable music career?<\/p>\n","protected":false},"author":24,"featured_media":83337,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[13,1],"tags":[21916,12800,21557,21556,21212,21210,21209,21918,21917,16105,2114,21915],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.4.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Can a viral hit guarantee a successful music career? - RouteNote Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/routenote.com\/blog\/can-a-viral-hit-guarantee-a-successful-music-career\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Can a viral hit guarantee a successful music career? 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