It's a hit! How TikTok continues to solidify its position in the music industry (VIDEO) | Malay Mail

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LOS ANGELES, July 18 — The music industry increasingly depends on the widely popular Chinese video sharing app to boost streaming numbers and propel new releases to top of the charts, according to a recent mid-year report by Nielsen Music. Known for its viral dance challenges, TikTok has notably...

gained popularity on the video sharing platform, where users have used the “Please Excuse Me For Being Antisocial” cut in roughly 2.3 million videos.

It has since become the most-streamed on-demand song of these past six months, with Nielsen Music reporting that it amassed 728.681 million streams., which was first released in 2019 along with her sophomore studio albumThe groovy track went viral after it soundtracked choreography by TikToker Haley Sharpe, which received more than 1.2 million likes on the app, and later inspired similar videos by big-name users such as Charli d'Amelio and James Charles.

Among them is Canadian superstar Drake, who collaborated with social media influencer Tootsie and hip-hop duo Ayo & Teo to create a dance routine specifically for the app. This new release strategy paid off quickly, andAlthough TikTok fame tends to happen quite organically, emerging artists are increasingly turning to the video sharing app to gauge the potential virality of a song.

The then-unfinished song rose to fame when Rae posted a clip of herself playing it for her mother on TikTok, amassing 14.8 million likes in the process and giving Laroi the opportunity to record a full version of the track.

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