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It’s clear that there’s a strong correlation between songs going viral on TikTok, and those songs seeing strong spikes in plays on streaming services. We’re gradually seeing more reports emerge to explore these dynamics.

One new study comes from agency ContraBrand, which works on TikTok campaigns for a variety of artists. It analysed tracks in TikTok’s Top 200 chart that went on to do more than 1m Spotify streams, and claims that 63.8% of them went viral purely on the strength of ‘organic posting by the artist and other TikTok users’ rather than influencer campaigns or paid ads.

The report zeroes in on ‘Artist-Generated Content’ (AGC) as the key to success – although given recent protests from some artists about the stresses of being expected to generate TikTok content alongside all their other creative responsibilities, there are challenges to solve here. There is plenty more in the full report.

Meanwhile, analytics firm Chartmetric has published an interesting study of “how rap spreads on TikTok” based on US artist Yeat. “Funny lines, weird choices, and memeability” being three of the factors, although a high-profile Minions partnership didn’t hurt…

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Through Music Ally’s internal marketing campaign tracking, we’ve recently discovered an interesting website by the…

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