Happy Friday,

After a brief hiatus, we're thrilled to announce the return of Promoed, your weekly dose of music marketing insights and analysis.

This week, we delve into the unexpected viral success of Ocean Alley's "Confidence", exploring how the band and their team masterfully capitalised on this trend to achieve remarkable results.

Also, this week:

• From TikTok to Your Streaming Service

• AI Remixes: Reimagining The Orb and David Gilmour's Music

• Rap Sensation Meets Gaming Icon

FEATURE

How Ocean Alley Turned a TikTok Trend into a Chart Topping Moment

Once again, TikTok has helped to breathe new life into a release.

In June, TikTok user @a.i.m.h.one_direction shared a sped up version of Ocean Alley’s 2018 single “Confidence”.

Now, the Australian band’s track is skyrocketing into global popularity.

At the time of writing, the TikTok which features a fan edit of One Direction’s Zayn Malik has received more than 50.3 thousand likes while the sped up audio has been used in 50.9 thousand posts on the platform.

@a.i.m.h.one_direction

I really like editing the boys to ocean alley songs and for me “Confidence” gives of major Zayn energy so yea #zaynmalik #zquad #oceanalle... See more

Stoking the Viral Fire

As the track has spread across TikTok, it’s also adopted a trending format - where users share the background of their self-described “immaculate taste in music”.

We’ve written before about the importance of detecting online trends and being prepared to adjust your content strategy to make the most of the trend, and Ocean Alley have done just that.

They’ve used the audio in a number of their own posts, commented on the original video and even shared their own take on the trend.

Their standout posts featuring the audio include their repurposed content from a triple j interview, a live performance clip, dubbed with the audio, and footage from their performance at this year’s Splendour in the Grass, where frontman Baden Donegal’s baby Foxy made an on-stage appearance.

The latter was already one of the band’s best performing TikToks, currently sitting at 245.7 thousand views and 41 thousand likes.

@oceanalleyband

Behind our song ‘Confidence’ from a @triple j interview 🤙 #oceanalley #confidencebaby #wigs #bitoffun

The Results

So why’s it so important to encourage trends?

Well, it’s no secret that a song’s presence on TikTok can be a driving force for success and artists should look to do everything in their power to keep the ball rolling.

For Ocean Alley, this viral clip has seen “Confidence” reach the #1 spot on Spotify’s Viral 50 USA playlist.

Since @a.i.m.h.one_direction uploaded their TikTok, the track has gained more than 6.4 million streams on Spotify and more than 213 thousand YouTube views.

This trend is one of the biggest moments the band has had with “Confidence”, since it earned the #1 spot on triple j hottest 100 countdown for 2018.

The Takeaway

By actively engaging with the audio and its connected trend, Ocean Alley have effectively attached themselves to a key viral moment, created by an outside party.

The band’s efforts are driving the trend forward, capturing fans globally - even the ones who thought the track was about cabinets, baby.

^{Written by Olivia Gliku}

NEWS

The Headlines

From TikTok to Your Streaming Service

TikTok has introduced a new feature called "Add to Music App" that simplifies the process of saving songs discovered on TikTok to major music streaming services like Amazon Music, Spotify, and Apple Music.

This integration streamlines the music discovery and listening experience, allowing users to seamlessly transition from short-form video content to full-length music tracks on their preferred streaming platforms.

The feature is currently available in the US and UK, with plans to expand to other markets in the near future.

💡Insight - It's no secret that TikTok can massively impact streaming numbers, and this new feature is bound to amplify that effect even further. I'm curious whether TikTok will share any data from this feature with labels and artist teams. My guess is not much, but it would be fascinating to see those insights. NL

AI Remixes: Reimagining The Orb and David Gilmour's Music

Sony Music and Legacy Recordings have teamed up with Vermillio, a generative-AI startup, to introduce an AI-powered fan remix website for The Orb and David Gilmour's album "Metallic Spheres."

This innovative initiative allows fans to create personalised remixes of the album's tracks, tailoring them to their preferred moods and tempos.

The website also features an artwork generator that produces album artwork based on user prompts, further enhancing the creative experience.

This collaboration reflects the growing trend among artists and labels to utilise AI to deepen fan engagement and stimulate creativity.

💡Insight - This won’t be for all artists, but it's a great example of how artists and labels can use AI to enhance the fan experience and encourage creativity. NL

Rap Sensation Meets Gaming Icon

In a collaboration that is sure to excite both gamers and music fans, rapper Eminem will be making an in-game appearance during Fortnite's Chapter 4 finale event, "The Big Bang."

To mark this special occasion, players will have the opportunity to purchase Eminem-themed skins and cosmetics, allowing them to immerse themselves in the excitement of the event.

Eminem's involvement in Fortnite aligns with the game's strategy of partnering with celebrities and pop culture icons to enhance player engagement and expand its reach.

💡Insight - With the majority of Fortnite players aged between 18 and 24, for Eminem this collaboration is a great way to connect with a younger generation of fans. NL

LEARN

Discover How Found.ee Can Expand Your Reach on Spotify

In the ever-evolving music industry, effectively reaching your target audience is crucial for success.

Found.ee, a comprehensive platform for musicians, offers a powerful solution to connect with genuine Spotify users through targeted advertising campaigns.

This article delves into Found.ee's capabilities, enabling you to harness the platform's features and expand your reach among Spotify's vast user base.

Check out the full article here.

FAST FACTS

Impress Your Boss with This Fast Fact

👉 In the US, 73% of TikTok users discover new music on the platform, while the global figure is 61%. (Link)

This is according to a new report titled "TikTok Fuels Music Discovery: A Music Impact Report," which delves into the platform's influence on the music industry.

The report underscores TikTok's prominence in music discovery, with a significant majority of users discovering new music on the platform.

KEY FINDINGS

Our Top Picks This Week

• Study Shows That Bands Who Split Royalties Equally Are More Successful (Link)

• YouTube Music Now Lets You Make Your Own Playlist Art with AI (Link)

• BandLab Rolls Out Distribution Service in Partnership with Fuga (Link)

• Simon Cowell Takes Stake in Music Streaming Startup Lounges·TV (Link)

• TikTok’s $1 billion creator fund is shutting down (Link)

• CAA Signs AI Tech and Content Firm Futureverse (Link)

• Coldplay Countersues Former Manager Dave Holmes in $14 Million Lawsuit (Link)

ICYMI

Catch Up on Our Recent Stories

• Marketing The Hives’ First Album in 11 Years: Part 1 (Link)

• Music Catalogue Marketing in 2023 (Link)

• The Strategy Behind Cub Sport's ARIA #1 Record: Part 1 (Link)