Earlier this year in our piece about how we worked with Atlanta rapper K Camp to capitalise on the TikTok success of his track ‘Lottery’, we explained that changing its title on streaming services to ‘Lottery (Renegade)’ because the second word was what kids were searching for – thanks to the producer tag in the clip that went viral. A feature in Rolling Stone makes it clear that this is far from the only example.
Producer Surf Mesa had a TikTok hit with the track ‘ily’, which included a sample of a cover of Franki Valli’s ‘Can’t Take My Eyes Off You’. The track has now been renamed ‘ily (i love you baby)’. As Astralwerks’ general manager Toby Andrews explained: “We found that because of the way it was titled, ‘ily,’ the search terms ‘Surf Mesa I Love You’ weren’t finding the song. So we went in and changed the title to add ‘I Love You Baby’ to make it easier for people to find. Now that’s a practice we’re looking into for other records of ours — things that have good traction behind them, but maybe the title doesn’t necessarily match the theme of the song that people are looking for.” Just another example of TikTok’s impact on the recorded music business.
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