TikTok Part 3: ‘I’ll Be Making Bank! Hopefully.’
Foundering
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TikTok's Music Marketing Strategy
When the rapper Megan the Stallion was first getting popular on TikTok, her label wanted to put their marketing muscle behind a song called Captain Hook. After seeing Savage far outperform Captain Hook and the other songs, TikTok moved all its marketing attention toward promoting Savage. When TikTok moved to promote Savage, it turned the song into a monster hit, reaching number one on the Billboard charts.
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