I portrayed myself as this person, which I was at the time, as this new artist that was really trying to get it. I had a lot of advantages that I’m super-thankful for. I had parents who allowed me to go into music. So people had this baseline of like, Oh, this is a regular guy that has a job in reality. When you see a Justin Bieber, a Camila Cabello, a Shawn Mendes, it’s hard to imagine them at Subway. I was on with the CEO of Capitol records for 15 minutes and I tell him, “Sorry, we gotta reschedule because I have to sell these phones.”Įverybody works, and that’s something that people relate to. All the heads of all these companies were calling me at Verizon during my break. It’s crazy, because right when I put it on Spotify, you could see people going from TikTok to Spotify. Then I posted another video the next day of, like, the pre-chorus, and then it gets another 100,000 views and I’m like, Oh, okay. I’d seen people get 10 million views on TikTok. It’s not like I got out of that car thinking, This is the best song. So then after I said that line, it kind of just fell out of me.Īnd then on my drive back to my house I listened back and enjoyed it to the point where I was smiling, windows down. And then my toxic ex pops in my head and I’m just like, “you’re a player aren’t you, and I bet you got hoes” and that’s the epitome of starting with a good premise. I’m listening to it, and I’m like, Okay, first line, first line. I had to buy it eventually if something worked. I knew that I had to have something that wasn’t viewed a lot because I needed it to be mine. Usually a lot of these beats have 50,000 to 100,000, maybe 1 million, views on them because they’re so good. I’m going on YouTube searching like “Harry Styles–type beat.” And then after going around I found this beat that had like a thousand views, which is so small. The whole vibe of the internet is loud rap beats, a lot of trap beats, a lot of low-fi beats, but there’s not a lot of, like, instrumental indie stuff. I’m on the seventh level of hell of YouTube every single night. And I was listening to YouTube beats because that’s how I find my music. I was going through a toxic relationship. Your premise has to be so good that you need to know what’s next. If you want to know how social media has fundamentally changed music, you need to hear Tai’s Verdes tell his story to Switched On Pop’s Charlie Harding.My brother told me, “You have to hook people in the first two lines.” And that’s what I live by now. But like so many overnight successes, he built it up over years of practice and creative releases. Tai’s music has since been heard at Lollapalooza and on Top 40 radio. When he released a video singing his song “Stuck In The Middle” in his Prius, millions saw him for the first time. Ty set his mind on using TikTok to launch his musical career. While working his day job at the Verizon store. While major artists like J Balvin and Taylor Swift use the platform, TikTok’s algorithm is surprisingly good at exposing aspiring artists. In 2021, Billboard’s Hot 100 was overflowing with TikTok hits - over 175 according to the company - more than twice that of last year. And while trending dances and songs on TikTok may turn over weekly, with a billion monthly users, the social media platform has industry power. TikTok’s success was linked to pandemic-related stay-at-home orders - people were stuck at home and musicians couldn’t tour. In 2020 the platform bragged that over 70 artists on the platform signed with major labels. Whether you’re a TikTok fanatic, or the app’s K-hole-inducing stream of content has forced you to delete it from your phone, its influence on music is undeniable.
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