Hashtag challenges and dance routines on TikTok can help propel singles to global hit status – just look at the likes of Roddy Ricch’s The Box and Megan Thee Stallion’s Savage for proof.
Those two songs in particular were released before they went viral on TikTok.
But there could be a new music industry release trend on the horizon – that sees singles go viral on TikTok before they’ve even been officially released.
This exact tactic is being attempted by David Guetta and Sia this week, via Warner Music France / Parlophone.
Starting today, (September 7), Guetta and Sia are premiering a 15 second edit of their new single Let’s Love on TikTok – five days ahead of its official release on Friday (September 11).
The 15 second edit is live on the TikTok Sounds Page and the platform’s users are already using it to make videos.
The hope, obviously enough, is that viral momentum will have been whipped up by the time Let’s Love lands on Spotify and Apple Music on Friday.
David Guetta, who has 1.2m followers on TikTok, is encouraging his fans to participate in the hashtag challenge (#LetsLove) on the platform all week.
The tie-up follows TikTok’s exclusive BTS premiere in February, which saw a clip from the K-pop group’s single, ON — taken from their album MAP OF THE SOUL: 7 — debuted 12 hours ahead of the album’s official release.
“I’m so happy and excited to be working with Sia again and to share this sneak preview for our fans on TikTok.”
David Guetta said: “I’m so happy and excited to be working with Sia again and to share this sneak preview for our fans on TikTok.
“I can’t wait to see your own creations to our music. Enjoy the vibe and Let’s Love together.”
“We can’t wait to hear the track and see how our community embrace the music, sharing their own Let’s Love stories and creations with David.”
Thomas Cerha, TikTok
Thomas Cerha from TikTok, added: “We’re delighted that David and Sia have chosen TikTok to share their new single with fans.
“We can’t wait to hear the track and see how our community embrace the music, sharing their own Let’s Love stories and creations with David.”Music Business Worldwide