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

at a college study abroad program in Sydney, Australia in 2018, she says she “always had this feeling” that Boni had star power.

It’s all thanks to Boni’s video, poking fun at cliched “song of the summer” TikToks, that made her 2024’s most unexpected viral signing. While Boni admits she was “just having fun” with making the video, known as “,” her signing is also indicative of how major labels are evolving to meet the current demands — and breakneck pace — of user-generated music creation., which has been viewed 28.6M times since it was posted on April 30.

This success is seemingly more akin to a TikTok “teasing” strategy, where an artist posts an unreleased song to gauge interest from fans first before committing to the release. But the difference with the “Man In Finance” phenomenon is that Boni made the video without the intention of making it into a real, release-worthy song.

Moving forward, Elgort and the team at Capitol, along with Polydor and Virgin, are planning to license out Boni’s vocal to more producers who have been making remixes, anointing a few as official, DSP-worthy versions of “Man In Finance.” The plan fits perfectly with the current label strategy of releasing multiple versions of the same song to DSPs. It also shows how quickly and flexibly the majors are now working to sign viral songs and artists.

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