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Fuerza Regida are providing aid to those in need of housing amid the devastating wildfires in the Los Angeles region. “To our beloved community affected by the Los Angeles fires: We are here for you in this challenging time. We’ve rented out a hotel with space for more than 50 families, more will become available […]
Bruce Springsteen is honoring Sam Moore following the soul icon’s passing at 89 on Friday (Jan. 10).
Taking to social media on Saturday, Springsteen shared a heartfelt message: “Over on E Street, we are heartbroken to hear of the death of Sam Moore, one of America’s greatest soul voices,” the Boss wrote on Instagram. “There simply isn’t another sound like Sam’s soulful tenor in American music.”
The two friends shared both the stage and studio over the years. Moore contributed backing vocals to several tracks on Springsteen’s 1992 album, Human Touch, while Springsteen reciprocated on Moore’s 2006 song “Better to Have and Not Need.”
One of Springsteen and Moore’s most memorable live performances took place at the Rock and Roll Hall of Fame’s 25th anniversary concert in New York in October 2009, where they joined the E Street Band to perform “Soul Man” and “Hold On, I’m Comin’.”
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“Having had the honor to work with Sam on several occasions, he was a sweet and funny man,” Springsteen continued in his post. “He was filled with stores of the halcyon days of soul music, and to the end had the edge of deep authenticity in his voice I could only wonder at.”
Moore, half of the seminal duo Sam & Dave, passed away in Coral Gables, Fla. The cause of death was complications from surgery.
In addition to Springsteen, Moore was revered by artists like Phil Collins, Garth Brooks and Jon Bon Jovi. His instantly recognizable tenor first gained attention on iconic call-and-response classics such as Sam & Dave’s 1960s hits “Hold On, I’m Coming” and the Grammy-winning “Soul Man,” both of which topped Billboard’s Hot R&B Singles chart. Moore also made his mark with other timeless tracks like “I Thank You” and “When Something Is Wrong with My Baby.”
Following Moore’s death on Friday, Springsteen’s E Street bandmate Steven Van Zandt also paid tribute on social media.
“RIP Sam Moore. One of the last of the great Soul Men, he wrote on X. “Him and Dave Prater were the inspiration for me and Johnny to start Southside Johnny and the Asbury Jukes. An important righteous wonderful man.
See Springsteen’s tribute to Moore on Instagram below.
Ethel Cain is expressing her thoughts on the murder of UnitedHealthcare CEO Brian Thompson.
On Friday (Jan. 10), the 26-year-old musician shared a quote on her Instagram Story from former U.S. Secretary of Labor Robert Reich, discussing how powerful groups like the NRA, Big Oil and insurance companies influence Congress. “Money in politics is the root of our dysfunction,” he wrote.
Cain added the hashtag “KillMoreCEOs” to the post. In a follow-up Instagram Story, the “American Teenager” singer clarified that she wasn’t aiming to be reactionary or “edgy.”
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“I genuinely mean what I say. Corporations giggle at protesting,” Cain wrote. “Why would anyone ever willingly come down off their throne that they’ve spent years building off the suffering of their fellow man? “Nobody is getting visited by the ghost of Christmas future, no one is having a change of heart. It’s simple, you make them fear for their lives and hit them in the only place they hurt or nothing will ever get done.”
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Cain concluded her message: “I don’t even see how that’s an incredibly radical idea. It seems quite straightforward to me. ‘Violence is never the answer’ wrong. Sometimes it is.”
This isn’t the first time Cain has hinted at her views regarding the death of Thompson, who was shot and killed in New York City in December. Around the time of suspected killer Luigi Mangione’s arrest, she wrote on X, “Violence begets violence.”
After Mangione’s arrest, it was revealed that the 26-year-old had a three-page manifesto criticizing the U.S. healthcare system. Mangione, who has pleaded not guilty to state murder and terror charges, also faces federal charges of stalking and murder, which could carry the death penalty, according to the Associated Press.
Cain has long been outspoken about her political views. Following Donald Trump’s 2024 presidential victory, she expressed her rage in a Tumblr post, decrying the U.S. political system and condemning how the electorate has been divided.
“The problem is that America has beaten down its people for decades and gotten them weak and desperate and now promises a way out, a way to transcend and rise above, through selling out their fellow man,” Cain wrote. “An embarrassingly large chunk of white men are just straight up nazis these days as a way to dissociate from the rest of the carnage around them, even if they’re broke and uneducated and from an impoverished background themselves.”
A vocal critic of both the Republican and Democratic parties in the 2024 election, Cain argued that modern political discourse has fostered widespread hatred and warned that the newly elected president is far from the only issue facing the nation.
Cain also delivered a direct message to Trump supporters: “If you voted for Trump, I hope peace never finds you. Instead, I hope clarity strikes you like a clap of lightning and you live the rest of your life with the knowledge and guilt of what you’ve done and who you are as a person.”
Paris Hilton is stepping up to help those impacted by the devastating Los Angeles wildfires.
On Friday (Jan. 10), the 43-year-old Simple Life alum announced on social media that she is launching an emergency fund through her nonprofit 11:11 Media Impact to support families who have lost their homes in the fires.
“My heart is with everyone impacted by the devastating fires here in LA,” Hilton wrote on Instagram. “While I’ve lost my Malibu home, my thoughts are with the countless families who have lost so much more — their homes, cherished keepsakes, the communities they loved, and their sense of stability.”
The singer and entrepreneur added, “As a mom, I can’t imagine the pain and fear of not having a safe place for your babies.”
She went on to announce that she is personally contributing $100,000 to the fund and will match additional donations up to $100,000. “I’m asking others to join me in doing our part to support these families,” she wrote.
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Hilton is working alongside L.A.-based emergency relief organization CORE, founded by Sean Penn and Ann Lee. The funds will provide short-term housing, hotel stays for displaced families, essentials for evacuation centers, and support for local animal shelters.
Hilton’s charitable effort comes shortly after she watched her Malibu home burn down live on TV. On Wednesday (Jan. 8), she posted a heartfelt message on Instagram: “Heartbroken beyond words. Sitting with my family, watching the news, and seeing our home in Malibu burn to the ground on live TV is something no one should ever have to experience. This home was where we built so many precious memories. It’s where Phoenix took his first steps and where we dreamed of building a lifetime of memories with London.”
She continued, “While the loss is overwhelming, I’m holding onto gratitude that my family and pets are safe. My heart and prayers are going out to every family affected by these fires. To all the people who have lost their homes, their memories, and their beloved pets. My heartaches for those still in harm’s way or mourning greater losses. The devastation is unimaginable.”
Anita Bryant, a former Miss Oklahoma, Grammy-nominated singer and prominent booster of orange juice and other products who became known over the second half of her life for her outspoken opposition to gay rights, has died. She was 84.
Bryant died Dec. 16 at her home in Edmond, Oklahoma, according to a statement posted by her family to news site The Oklahoman on Thursday. The family did not list a cause of death.
Bryant was a Barnsdall native who began singing at an early age, and was just 12 when she hosted her own local television show. She was named Miss Oklahoma in 1958 and soon began a successful recording career. Her hit singles included “Till There Was You” (from the Broadway musical The Music Man), “Paper Roses” (a top five hit on the Billboard Hot 100), and “In My Little Corner of the World” (a top 10 hit on the Hot 100). A lifelong Christian, she received two Grammy nominations for best sacred performance (for Abide With Me and “How Great Thou Art”) and one for best inspirational performance, for Anita Bryant … Naturally.
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By the late 1960s, she was among the entertainers joining Bob Hope on his USO tours for troops overseas, had sung at the White House and performed at the national conventions for both the Democrats and Republicans in 1968. She also became a highly visible commercial spokesperson, her ads for Florida orange juice featuring the tag line, “A day without orange juice is like a day without sunshine.”
But in the late 1970s, her life and career began a dramatically new path. Unhappy with the cultural changes of the time, Bryant led a successful campaign to repeal an ordinance in Florida’s Miami-Dade County that would have prohibited discrimination based on sexual orientation. Supported by the Rev. Jerry Falwell among others, Bryant and her “Save Our Children” coalition continued to oppose gay rights around the country, denouncing the “deviant lifestyle” of the gay community and calling gays “human garbage.”
Bryant became the object of much criticism in return. Activists organized boycotts against products she endorsed, designed T-shirts mocking her and named a drink for her — a variation of the screwdriver that replaced orange juice with apple juice. During an appearance in Iowa, an activist jammed a pie in her face. Her career in entertainment declined, her marriage to her first husband, Bob Green, broke up, and she later filed for bankruptcy.
In Florida, her legacy was challenged and perpetuated. The ban against sexual discrimination was restored in 1998. Tom Lander, an LGBTQ+ activist and board member of the advocacy group Safe Schools South Florida, told The Associated Press on Friday (Jan. 10), “She won the campaign, but she lost the battle in time.” But Lander also acknowledged the “parental rights” movement, which has spurred a recent wave book bannings and anti-LGBTQ+ laws in Florida led by such conservative organizations as Moms Against Liberty.
“It’s so connected to what’s happening today,” Lander said.
Bryant spent the latter part of her life in Oklahoma, where she led Anita Bryant Ministries International. Her second husband, NASA test astronaut Charles Hobson Dry, died last year. According to her family’s statement, she is survived by four children, two stepdaughters and seven grandchildren.
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Source: NurPhoto / Getty / Facebook / Mark Zuckerberg
Following Mark Zuckerberg’s announcement that his company, Meta, will no longer be fact-checking, Facebook is already feeling the effects of that bonehead decision.
The Meta founder is being smacked with fake news headlines after announcing a policy shift on his social media platforms, Facebook, Instagram, and Threads, to end fact-checking, replacing it with “community notes,” copying Phony Stark, aka Elon Musk’s lame social media platform, X.
Per Raw Story:
One headline shared on X read, “Mark Zuckerberg-Dead at 36-Says Social Media Sites Should Not Fact-Check Posts.“
“‘I killed Jeffrey Epstein but still miss him every day.’ -Mark Zuckerberg, 2023,” another headline reads.
“Mark Zuckerberg, recipient of world’s first rat penis transplant, announces Meta will stop fact-checking,” read one headline shared on Facebook from “The Hard Times News.”
Just recently, the Zuck stopped by every conspiracy theorist and dumb a** favorite podcast, The Joe Rogan Experience, where he spoke about how the Biden administration allegedly “called up his team” and “screamed at them” to take down COVID-19 vaccine-related memes and misinformation claiming in response his company said “no were not going to take down things that are true, that’s ridiculous.”
Mark Zuckerberg proved to be a MAGA coward. 🙄
He waited to see what the outcome of the election would be before getting rid of DEI policies and fact-checking. He wanted to make sure the majority supported Trump.
I see why people say ‘eat the rich’ now.pic.twitter.com/d6RJCRl7sw
— Ryan Shead (@RyanShead) January 11, 2025
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Social Media Is Lighting Mark Zuckerberg Up
While the fake headlines are pouring in on Facebook, Zuckerberg is feeling the wrath of users on X, with them accusing him of being a closeted Republican and a coward for being one of the many big tech CEOs capitulating and bowing down to Donald Trump ahead of his incoming and dreaded second term as President of The United States.
Mark Zuckerberg and all of the other billionaire bro oligarchs will do and say anything to protect their power, perks, and privileges. Why is anybody surprised that he has literally thrown his arms around Joe Rogan? And it will only get worse. pic.twitter.com/A8jZINSHqH
— Russell Drew (@RussOnPolitics) January 10, 2025
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No lies detected.
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1. Lol, damn
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7. A thread you should read
From career milestones to new music releases to major announcements and those little important moments, Billboard editors highlight uplifting moments in Latin music. Here’s what happened in the Latin music world this week.
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A New Era for Piso 21
Piso 21 kicked off 2025 announcing that they will now be a trio composed by founding members David Escobar (Dim), Juan David Huertas (El Profe), and Pablo Mejía (Pablito). The news comes on the heels of member Lorduy (real name: David Lorduy Hernández) announcing that he was exiting the group.
“Thank you for your love, for your support. Thank you for believing in our dreams,” the now three-member Colombian band expressed on social media. “We promise that we will continue to give our lives to bring you the best music, and thus continue to be the soundtrack of your lives. We dream of continuing to accompany you in those moments of love and heartbreak. And to meet with you on this floor of love and brotherhood.”
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Since launching in 2012 with previous member Llane (real name: Juan David Castaño Montoya), the group has achieved many Billboard chart entries including a No. 1 hit on Latin Pop Airplay with “La Misión” in collaboration with Wisin last year. The group has released seven albums: Piso 21 (2014), Ubuntu (2018), Canciones Que Nos Marcaron (2020), El Amor en Los Tiempos del Perreo (2021), 777 (2022), Los Muchachos (2023), and 2.1 (2024).
Lenny Tavárez Is Getting Married
Lenny Tavárez will soon tie the knot! The Puerto Rican artist—who’s making the rounds with his viral 2024 hit “Tu Feo” in collaboration with Prince Royce—proposed to his longtime girlfriend and mother of his children, Natasha Nazario. The intimate engagement took place January 2 at Los Roques Archipelago in Venezuela, where they were joined by their two children Miami Zabelle and Mor Antonio. “I dreamed it, I wrote it in my songs, and now it’s real,” the artist expressed on Instagram on Thursday (Jan. 9), the day he revealed the news to his fans. “Now I’m starting the best stage of my life with you. Thank you for being my light, my strength, and my inspiration. I love you!”
Lenny Tavárez and Natasha Nazario
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Bad Bunny’s Fun Marketing
Earlier this week, Bad Bunny was back home in his native Puerto Rico promoting his sixth studio album DeBÍ TiRAR MáS FOToS. Previously, we’ve seen Bad Bunny promote his albums on many popular podcasts, but this time, he hit up the local news network. On WAPA TV, he took on the role of news anchor and weatherman on the “NotiCentro Al Amanecer” morning show, and later in the week, he portrayed a stage director on Telemundo Puerto Rico’s “Alexandra a las 12” afternoon show, bringing a refreshing vibe and silly skits to both shows—all while promoting his tropical-leaning set.
A Scholarship for Emerging Artists
On its mission to provide educational opportunities that advance Latin music and its heritage, the Latin GRAMMY Cultural Foundation unveiled its first-ever Emerging Artist Scholarship. Valued at $275,000, the scholarship is in partnership with Berklee College of Music, and will cover a bachelor’s degree and room and board at the college for its 2025 fall semester, as well as wrap-around services and ongoing mentorship and learning opportunities. The Latin GRAMMY Cultural Foundation is now accepting applications until April 10, 2025. For more information on how to apply, click here.
Sebastián Yatra performs on stage with prior Latin GRAMMY Cultural Foundation Scholarship winners at the LGCF Sebastián Yatra Scholarship Ceremony on August 7, 2024 in Coral Gables, Florida.
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Sam Moore, half of the seminal duo Sam & Dave, died Friday (Jan. 10) in Coral Gables, Fla. The cause of death was complications from surgery. He was 89.
Moore, who was revered by artists including Bruce Springsteen, Phil Collins, Garth Brooks and Jon Bon Jovi, had an instantly recognizable tenor, first heard on such call-and-response classics as Sam & Dave’s 1960s hits “Hold On, I’m Coming” and the Grammy-winning “Soul Man,” both of which reached No. 1 on Billboard’s Hot R&B Singles chart, as well as “I Thank You” and “When Something Is Wrong with My Baby.” The duo, who performed at Martin Luther King Jr.’s memorial concert at Madison Square Garden following his assassination in 1968, was inducted into the Rock & Roll Hall of Fame in 1992 by Billy Joel.
Moore, who grew up in Miami, began singing in church and drew the attention of another legendary Sam, Sam Cooke, who wanted Moore to replace him in his gospel group The Soul Stirrers. However, after seeing Jackie Wilson perform, Moore shifted from gospel to pop and was performing at the King O’Hearts Club when he met Dave Prater and the two formed Sam & Dave.
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Legendary Atlantic Records executives Ahmet Ertegun, Tom Dowd and Jerry Wexler saw the pair at the King O’Hearts Club and signed them to the label in 1965. Wexler passed them to Atlantic’s southern partner, Stax Records, where Isaac Hayes and David Porter took them under their wing and produced their iconic hits.
Following Sam & Dave’s breakup in 1970, Moore signed to Atlantic as a solo artist. He recorded a solo album produced by King Curtis featuring Donnie Hathaway and Aretha Franklin. However, after Curtis was murdered in 1971, the album was shelved. He reunited with Dave for a few years, but spiraled into heroin addiction, which was chronicled in the DA Pennebaker/Chris Hegedus documentary Only the Strong Survive.
Interest in the duo was greatly revived by 1980’s The Blues Brothers movie, starring John Belushi and Dan Aykroyd. The pair’s main theme was their boisterous version of “Soul Man.”
The song “turned out to be an anthem, sort of like ‘Blowin’ in the Wind” or one of those,” Moore told the Library of Congress in a 2002 interview when “Soul Man” was added to the Library’s National Recording Registry. “And, I tell you, it doesn’t matter where I sing — perform it — at the end of the night; if we didn’t do ‘Soul Man, the room would go up in smoke!”
Moore also shared how he and Prater worked out how to trade verses, with the help of Hayes. “By me at that time being the dominate one — and I’m not bragging here — I always sang the high parts,” he said in the same interview. “We went back with Isaac and he took us back and forth [with the verses]. Isaac was like, ‘Sam, try something like this.’ I remember him saying, ‘We want it bright. Not a dull opening.’ That’s why you hear all the high. Isaac was the one that suggested that.”
In the early ‘80s, Moore became sober with the help of Joyce McRae, whom he married in 1982 and who became his manager.
Moore went on to perform for six U.S. presidents — Jimmy Carter, George H. W. Bush, Bill Clinton, George W. Bush, Barack Obama and Donald Trump — and was a frequent performer at the Kennedy Center Honors.
Springsteen asked Moore to perform on his 1992 Human Touch album, as well as Only the Strong Survive, his 2023 album of soul covers.
Moore recovered his lost 1970 album, Plenty Good Loving, and released it in 2002 via EMI. “I met Sam and his wife, Joyce, when I was in my 20s and working for Rhino Records, who reissued the classic Sam & Dave albums,” says Exceleration Music creative director David Gorman, who was instrumental in the album finally seeing daylight. “Drooling fanboy that I was, I showed up to our first meeting holding a 45 and asking for his autograph. The 45 was his solo single ‘If I Should Lose Your Love.’ When he picked it up, his jaw dropped because he had completely forgotten that he ever made a solo record at all. Over dinner, his memories came flooding back and he remembered making an entire album but had no recollection around its fate. As soon as I got back to LA, I asked [mastering engineer] Bill Inglot if it really existed and within a few days he’d found the tapes and sent over a CD-R. It was brilliant. Sam, Joyce, and I worked together to find a new home for the solo album nobody remembered making.”
Four years later, Moore released his first new album in 30 years, Overnight Sensational, which featured Bon Jovi, Sting, Springsteen and Billy Preston, with whom he received a Grammy nomination for their duet of “You Are So Beautiful.”
In 2019, Moore and Prater received the Recording Academy’s highest honor, its Lifetime Achievement Award.
In his later years, in addition to continuing to perform, Moore became an artists’ advocate, including testifying in Congress on behalf of the Fair Play Fair Pay Act, which would pay performers for radio airplay.
“His loss is deep,” Gorman says. “He was a force of joy as a human being, who lit up everyone around him. As an artist he had the explosive ability to work a crowd out — even Otis [Redding] feared following Sam & Dave on stage — but I found Sam’s genius alone with his records, especially the ballads. Sam’s cries, his knowing asides, the way would use time as a weapon to hit you when it would hurt or heal the most, gave me comfort and companionship in ways no other artist could. He could turn up the tempo and turn up the heat, but his slow-burn just couldn’t be touched. He was a master, the last of his kind.”
At the time of his death, Moore was working on a gospel album with Rudy Perez. He is survived by Joyce, daughter Michelle and grandchildren Tash and Misha.
Los Angeles County remains in the throes of massive wildfires that began in various locations starting Tuesday (Jan. 7), leading to the displacement of more than 180,000 residents. The wildfires have reportedly destroyed thousands of properties and claimed 10 lives as first responders continue to battle the flames throughout the region.
More and more organizations are stepping up to collect funds and provide resources for those impacted by the disasters. Below is an updating list of ways to help residents, first responders and members of the city’s music community.
Music workers looking for relief can navigate here for additional resources.
Support for Families and Outdoor Workers
Inclusive Action has launched a GoFundMe to provide cash relief for outdoor workers impacted by wildfires. The emergency aid fund will provide $500 in cash assistance directly to “open-air workers,” i.e. people whose jobs require them to work outside, including street vendors, landscapers and recyclers.
This Is About Humanity has launched a fund supporting front and second-line migrant farm workers, day laborers, and other essential workers and their families severely impacted by the recent fires in Los Angeles. Through Jan. 31, TIAH is matching up to $50,000 in donations to provide critical relief, housing support, food assistance and essential resources.
The LAUSD Education Emergency Relief Fund is providing immediate assistance to families and Los Angeles Unified School District (LAUSD) employees affected by the devastating fires. The fund will offer direct cash assistance and support to families and employees affected by the fires; support teachers and in-class resources for students at impacted schools, ensuring continuity of learning to the greatest extent possible; provide flexible assistance for mental health support; and offer support for other immediate and long-term needs for students, families and teachers.
Support for First Responders
Donations to the LA Fire Department Foundation will go to supporting the heroic firefighters responding in real-time to protect lives, homes and communities.
The CA Fire Foundation is working with local fire agencies and community-based organizations to provide direct financial support to impacted residents as details of the damage emerge. The California Fire Foundation also provides critical support to surviving families of fallen firefighters, firefighters and the communities they serve.
Essential Items for Families in Need
Baby2Baby is providing essential supplies like diapers, clothing, hygiene products and emergency kits to families in need through hundreds of their community partners.
World Central Kitchen is supporting first responders and families impacted by wildfires in the Los Angeles area with sandwiches and warm meals.
Mutual Aid LA Network is continually working to compile an extensive list of organizations offering assistance and accepting donations through this spreadsheet.
Support for Music Professionals
The Recording Academy and MusiCares have launched the Los Angeles Fire Relief Effort to support music professionals impacted by the crisis and made a combined pledge of $1 million to kick off a fundraising effort. You can donate here.
The Sweet Relief Musicians Fund has launched a natural disaster relief fund for music professionals in Los Angeles County and the surrounding areas. Funds raised will go to help those recoup the loss of music-related equipment as well as medical bills related to the fires and other vital living expenses. Head here to donate or fill out an application.
The We Are Moving the Needle Microgrants Wildfire Relief Fund is designed to support “early and mid-career producers, engineers, and creators who have lost studio space or gear” in the wildfires. Those wishing to donate can go here.
The 100 Percenters has launched an LA Wildfire Relief Fundraiser to benefit professional songwriters, producers, artists and music professionals “with verifiable industry contributions” who reside “in wildfire-impacted areas” in Los Angeles County and “can demonstrate wildfire-related loss and financial need.” The fund will provide immediate financial assistance with grants up to $2,500 for housing, transportation and essentials; support rebuilding efforts with grants of up to $10,000 to replace equipment and “restore creative spaces”; and offer mental health support with grants of up to $2,000 for counseling and wellness services. Donate here.
Mid/Long-Term Relief
California Community Foundation‘s Wildlife Recovery Fund focuses on mid-term and long-term recovery efforts for those affected by the fires.
Pasadena Community Foundation‘s Eaton Canyon Fire Recovery and Relief Fund is mobilizing local resources to support resilience and immediate and long-term recovery initiatives in the L.A. County cities of Pasadena and Altadena.
The PLUS1LA Fires Fund will help local nonprofits offering shelter and care to those who have lost their homes, including PPE to prevent smoke inhalation, food, clothing, diapers, formula, hygiene items and mental health support to help those coping with trauma. Over the long term, it will support efforts to help individuals, families, communities and the environment recover from the destruction.
If the Supreme Court upholds a U.S. law that would ban TikTok if its Chinese parent company ByteDance fails to sell it by Jan. 19, it would be bad news for the music industry, including the live events business – which has increasingly relied on TikTok as a marketing engine in recent years.
A decision by the court could be days, even hours, away, and it will have a major impact on dozens of U.S. industries that rely on the site for marketing, including the live music business during one of its busiest marketing months. TikTok’s popularity among concert and festival marketers has increased significantly in the last two years, explains FanIQ CEO Jesse Lawrence, as the event industry shifts to content-based marketing models.
“The music industry is finally getting away from the static lineup ad and embracing storytelling and lifestyle content,” said Lawrence, who notes that the the company is seeing a return of 15 to 20 times its ad spend on TikTok.
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Part of the appeal of TikTok, Lawrence said, is that the learning curve for posting and sharing ads on the platform is fairly simple. Customers are separated into two buckets: upper funnel, which includes essentially new customers who know little, if anything, about an upcoming event, and lower funnel, in which clients have gained awareness and are close to making a final decision on a purchase.
“Our whole approach is about matching upper funnel engagement, based on the user’s interests, with content we’ve created around the festival,” says Lawrence. That includes using beauty and fashion content to find potential customers for a summer country music festival, sneaker content for hip-hop festivals or skateboarding and surfing content to market a punk rock and action sports expo.
“Our videos have a watch time tracker and if someone watches the video for 15 seconds or more, the next video they’ll get is one with specific details about the festival and specific videos instructions on conversion,” meaning buying tickets, Lawrence said. He later noted, “it’s just about knowing where your audience is spending time and putting content in front of them on those platforms.”
A recent content piece FanIQ created for the Oceanfront Festival detailed rapper Key Glock’s extensive sneaker collection, featuring interview snippets with the Memphis rapper.
“That video is getting served to the fan from the festival’s account,” Lawrence said. “The whole idea is that we’re taking content that feels very organic and putting it into paid (content).”
Lawrence encourages his clients to use multiple social media platforms – Snap, Instagram, Facebook, Reddit and Spotify — for their marketing campaigns, noting that each platform is home to a different audience.
FanIQ is one of the new systems that “aggregates performance across every platform,” Lawrence explained. “We want to give them this access so they can easily understand what’s working, do more of it where we’re seeing performance, and scale back where we’re not.”
Will Franklin with UK marketing firm Round says the strength of TikTok as a marketing platform for the live music business comes from its early success helping artists go viral, starting with the release of “Old Town Road” by Lil Nas X in December 2018. In 2020, Meghan Thee Stallion’s tracks “WAP” and “Savage” — used in countless dance videos by contributors to the platform — made her the No. 1 most played artist on TikTok that year and helped her land headliner slots at a number of major festivals in 2021 including Lollapalooza.
Franklin also notes that fans are increasingly looking to TikTok for video and content from events, noting that searches for the Boomtown festival in the U.K. soared from 29.5 million in the month leading up to the event to 266.8 million during the festival, creating increased awareness around the band.
Many marketers are holding out hope that TikTok will receive a last-minute reprieve from the Supreme Court, but several news outlets covering the hearing reported that a majority of the court’s justices expressed a lack of support for overturning the current ban. If the site is outlawed in the U.S., Franklin says he believes YouTube Shorts will temporarily fill the void.
“I haven’t seen huge budget shifts from TikTok to YouTube yet, but a lot of my clients are experimenting and spending small allocations on different platforms in case they do have to make a shift,” Franklin explains. “There’s a hesitancy because no other platform has as many Gen Z users as TikTok, but the assumption is that if the site is banned, its user will go somewhere else. For now all we can do is guess which platform that may be.”
If the Supreme Court does not intervene to save TikTok, it will be removed from U.S. app stores on Jan. 19 but remain live on users’ phones, albeit without regular push software updates to fix bugs and glitches. ByteDance might be able to maneuver and keep the platform online for a few months after the cut-off date, but the company hasn’t unveiled any of its contingency plans.
“We’re advising client partners to be cautious but optimistic, and recommending they pause TikTok media spend starting Jan. 18 to avoid any unforeseen investment complications,” said Kerry McKibbin, president/partner at ad agency Mischief @ No Fixed Address, adding that advertisers should familiarize themselves with the shorts platforms on both YouTube and Meta if they are concerned about a TikTok shutdown.