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How the TikTok ‘Man In Finance’ Meme Led to a Major Label Deal

The "man in finance" TikTok sound's creator won a label deal after David Guetta, Alesso and more music producers jumped on the trend. Here's how.

While Boni admits she was “just having fun” with making the video, known as “ Man In Finance,” her signing is also indicative of how major labels are evolving to meet the current demands — and breakneck pace — of user-generated music creation. Still, Elgort says the official Billen Ted version has already been met with “exciting playlisting support” from streamers — it’s been added to Spotify’s New Music Friday and Teen Beats, among others — given that they could already measure listeners’ appetite from the original social media videos. She adds that she’s interested in appearing at producers’ shows, brand collaborations and more — anything to push the song she says changed her life “overnight” by allowing her to kick start her career as a creator and comedian, build her team and provide enough stability to quit her 9-5.

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