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Beyoncé’s TikTok Takeover Proves the Platform’s Power Persists
Beyonce's TikTok takeover proves the platform's power persists, while Instagram Reels is also driving listeners to a Sawyer Hill's "Look at the Time."
And yet: “The virality of this Beyoncé record shows you the power of the platform,” says Nima Nasseri, a former vp of A&R strategy for Universal Music Group, where he worked on a team that ran TikTok campaigns for resurgent catalog hits like Trinidad Cardona’s “Dinero” and Phantogram’s “Black Out Days.” “It’s still there. And whenever TikTok faces a potential obstacle — U.S. politicians threaten to ban it, for example, or a massive song catalog is removed — music industry attention turns toInstagramand YouTube, which also have their own short-form video delivery systems (Reels and Shorts, respectively). This all makes the recent success of Sawyer Hill’s “Look at the Time” that much more noteworthy: The song topped Spotify’s Viral 50 chart in the U.S. last week thanks in large part to listeners coming from Reels.
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