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The Challenge of Marketing Music on TikTok in 2024: ‘The Odds of Starting Something Are So Small’
More than 600 songs appeared on the TikTok Billboard Top 50 this year. 24 subsequently jumped to the Hot 100.
But APG stuck with “Tell Ur Girlfriend,” running TikTok campaigns that played on the track’s saucy lyrics: “Should tell my boyfriend what I been doin’/ Been thinkin’ of you every time I screw him.” “We really believed in that song,” Henderson says. That’s a considerable number, but still ultimately a small percentage of the platform’s biggest 2024 hits: More than 600 songs appeared on the TikTok Billboard Top 50 during this period, showing that even hard-won virality on the massively popular app does not necessarily correlate with widespread listening activity. The potential power of this approach can be seen when looking at the songs that made the leap from the TikTok Billboard Top 50 to the Hot 100 this year: They often climbed to the upper reaches of the chart — their average peak position was No.
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