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To TikTok, or not to TikTok, that is the question.
Plus, many more regarding the app’s instrumental role in making hits — and how an artist can participate in the process meaningfully — were addressed during “The Fight for Artistic Authenticity on TikTok” panel at SXSW 2023.
Moderated by Billboard‘s Lyndsey Havens, the panel featured experts Ash Stahl, CEO of TikTok-first creative studio Flighthouse; Alana Dolgin, head of influencer strategy at independent record label and influencer management company Homemade Projects; and Mekaila Morris, senior manager of creators & content at Interscope Records.
The conversation opened with stories of successful TikTok campaigns each panelist had worked on. Stahl remembered working on Surface‘s “Sunday Best,” the electro-pop duo’s vibrant 2019 track that became part of the first crop of TikTok smash hits the following year. “We had a team member just add in a little ad-lib at the beginning that was like, ‘2020 rewind’ and then just put this song at the end of it,” she said. “You can see this huge spike of millions of new listens on Spotify that, one year later, really reinvigorated the song.”
Dolgin described SAINt JHN‘s “Roses” (which was originally released in 2016 and later remixed by Kazakh producer Imanbek at the end of 2019) as being in the “first class of viral hits on TikTok” and mapped out the song’s trajectory to becoming a global anthem, starting in Russia and then spending $2,000 — “which obviously now we know is absolutely nothing in this space,” she said — to move it through the U.S. and ultimately around the world.
Dolgin explained that part of the artistic authenticity element on the platform is knowing when it’s not the right move to have the artist behind a trending song hop on TikTok and participate in whatever fanfare is elevating its exposure through UGC (user-generated content) and streams. “You don’t necessarily need to be on TikTok if you’re an artist. There’s so many songs that are going viral constantly that have nothing to do with the artist that when you try to bring the artist in it truly doesn’t make sense, I think it does more harm than good,” she said.
Having also had success working Cardi B’s “Up,” Dolgin added: “We use her voice all the time with ad-libs that go viral. Sure, she posts on TikTok sometimes, but she approves every sound snippet.”
Morris continued that thought, speaking about Machine Gun Kelly‘s 2022 single “Emo Girl,” featuring Willow, and how she worked closely with him to determine the most authentic ways for him to be on TikTok. “[With] taking the artists’ vision and learning how they want to represent themselves online, you have to understand the nature of the platform and what makes sense.”
Compared to labels’ close working relationships with artists, Stahl described Lighthouse as being “two degrees separated” from them. “I prefer working with artists that aren’t really looking to get on platform because it’s kind of difficult when we’re so separated,” she explained. “We’re not looking to make content, we’re looking to create success with music.”
“You can do both,” she continued. “You can find avenues to create really successful content, and sure, there might be a song that’s a really good fit for the platform as is, or you might need to throw in an ad-lib or make a little mash up. You can do that with the artists where it’s coming from their profile, or you can do that from finding an influencer that has a good fan base and have them launch the sound from their page or from the DSP release on platform.”
Stahl gave a compelling example. During the pandemic, she got her client — EDM producer Said the Sky, whom she’s been managing for the last nine years — to practice making TikTok videos. The result was a now-viral snippet (featuring an ad-lib that goes, “Wait, I can do that better,” followed by dubstep music), which, despite Said the Sky never wanting to officially distribute it, has now soundtracked more than 100,000 TikTok videos, according to Stahl.
When it comes to knowing when’s the right time to invest in a TikTok campaign, Morris discussed tapping into one’s intuition. She recalled how client Gracie Abrams‘ performance of “I Know It Won’t Work” on Jimmy Kimmel Live! went viral on TikTok. “Instead of focusing on what the single is for the project, it’s like, ‘Hey, we’re seeing internet culture touch this track and really, really resonate with it,” she said.
“If it’s moving, put f—nig money into it. That’s the best advice I could give to someone,” Stahl added. “Don’t be like, ‘Oh well, it’s already moving. We’ll just let it ride out.’ My advice would be if it’s moving, take full advantage. We know that it’s working in this specific niche or community on TikTok, let’s take that and try to do it in another niche, or let’s go find that community on a different platform and go for it again.”
From Dolgin’s perspective as someone who works exclusively with creators, it’s all about pairing the right influencers with song campaigns and “never about making the song go viral,” she said. “But, I will always guarantee that you’re getting the best influencers possible for the song and for the sound.”
Morris ultimately compared working in TikTok to working in stocks because of they’re constantly watching how songs and sounds are peaking and falling on the platform. “But you have to take the whole market into account,” she said. When it comes to forecasting trends regarding TikTok and the future of artists and their music on the platform, Stahl predicted there will be more “made by, made for TikTok” independent artists like JVKE who have no barrier to entry, while Dolgin said TikTok will champion specific creators and give them more resources to become successful like Alix Earle. Meanwhile, Morris explained how TikTok is culturally shifting to a more community-focused place.
“As genres start to merge as well, we’re going to start to lose these like clear identifiers, which is going to require people to really hone in on what they like and who they want to be and who they want to speak to,” she said. “And as more people get on TikTok, I think we’re going to have less of those big, big moments, but we’re going to have really valuable smaller moments within the communities with these artists, where they’re truly deeply connecting with people. Then it’s our job to bring those forward and become more consumable to the mainstream.”
Billboard’s parent company PMC is the largest shareholder of SXSW and its brands are official media partners of SXSW.
Are you ready, Barbz? Nicki Minaj shared a sneak peek Wednesday (March 15) of the music video for her latest single, “Red Ruby Da Sleeze.”
In the brief teaser, Minaj appears in a strappy black swimsuit, ferociously rapping the lyrics to the track atop a deck that overlooks the ocean. Other footage from the teaser shows her wearing a “red ruby”-colored silk robe, which she later takes off to provide a good look at her bathing suit.
More details regarding the “Red Ruby Da Sleeze” music video are still under wraps, but the Queen Radio host did revealed the video was filmed in her home island of Trinidad and Tobago while she was spending time there for the island’s 2023 Carnival festivities.
“Red Ruby da Sleeze” — which debuts at No. 13 on the Billboard Hot 100 this week — saw the the rapper interpolating Lumidee’s “Never Leave You (Uh Oooh, Uh Oooh),” which peaked at No. 3 on the Hot 100 in 2003. The track follows a similar formula to her 2022 Hot 100 No. 1 hit “Super Freaky Girl,” which sampled Rick James’ 1981 song “Super Freak.”
Minaj was recently ranked No. 7 on Billboard and Vibe‘s 50 Greatest Rappers of All Time list and the No. 10 on Billboard‘s Greatest Pop Stars of 2022 list. She also emerged as the winner of Billboard‘s inaugural Power Artist 2022 – Fan Choice bracket, where fans voted from the 32 artists who made the biggest impact on Billboard‘s 2022 year-end charts.
Watch the new teaser for Minaj’s “Red Ruby Da Sleeze” music video in Minaj’s Instagram post below.
Ciara and Russell Wilson took a break from their busy schedules to spread joy to inmates in a maximum-security prison who have turned over a new leaf and embraced religion.
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God Behind Bars shared a video to its Instagram account, along with details of the power couple’s visit to the prison. “300 incarcerated men filled the prison chapel to hear a word from @dangerusswilson,” the caption read.
The video focused on a moment in Ciara’s testimony, during which she was visibly emotional at the power of God’s love. “You know what’s so beautiful about God’s love? It’s relentless, he don’t let off,” she told the inmates. “And you know what I love about God and what he said and his promise is that there’s no abomination in Jesus Christ….so if you ask for forgiveness, he will forgive you. My heart is filled with joy.”
After Ciara’s moment on the mic, she and her husband joined the hall in song, during which several bowed their heads and fully embraced the moment. Wilson later shared the video to his Instagram feed and wrote, “Lord there’s nothing better than YOU!!! Over 300 Maximum Prison Inmates worshipping Jesus! His Grace and Spirit is overwhelming in the midst of mistakes He still loves and forgives. ‘For God did not send his Son into the world to condemn the world, but to save the world through him.’ John 3:17 NIV @GodBehindBars @Ciara.”
Touched by the video, Ciara also shared the moment to her respective Instagram Story, writing, “God’s love is so good.”
Watch video from Ciara and Russell Wilson’s visit to the prison below.
Selena Gomez has a few kind words that she would like to give to her younger self. On Wednesday (March 8), the Rare Beauty founder asked her fans to have a moment of mindfulness, and she led the charge with a sweet throwback photo of her younger self.
“Dear younger me, please don’t be afraid to ask for help,” the 30-year-old captioned a photo of herself posing in front of the camera in a light yellow shirt embroidered with daisies.
“Today is International Women’s Day and I want each of us to be gentler to ourselves,” she continued, prompting her followers to “write your younger self a @RareBeauty #rarereminder and stick it on your mirror to remind yourself that you deserve the world. Love you.”
Gomez went deeper and added a second message of self-love to Rare Beauty’s Instagram page. “Something I wish I could tell my younger self is to appreciate the face and body that you have. It may not look like everyone else, but you are who you are, and be proud of that,” she said in a video, which the beauty brand later posted to its Instagram Story with a prompt for followers to share the advice they would give their younger self.
The Only Murders in the Building actress’ words about being kinder to oneself come amid her recent TikTok request to her fans to “Please, please be kinder and consider others mental health.” Gomez wrote the note following days of Internet gossip related to her alleged feud with Hailey Bieber, adding, “My heart has been heavy and I only want good for everyone. All my love.”
See Gomez’s new Instagram posts below.
Jenny From the Block has something special up her sleeve in the coming weeks. On Monday (March 6), Jennifer Lopez shared a series of snaps to her Instagram wearing a stunning set of lingerie from what appears to be a collaboration between her and Italian intimates brand Intimissi.
The “Waiting for Tonight” singer shared a carousel of photos of her wearing a silky, fuchsia set consisting of a bra, underwear and a short satin robe. In the first of the shots, Lopez poses in a wicker chair; in the other snaps, she smiles for the camera while lounging in bed.
“JLOxINTIMISSIMI is almost here,” the singer captioned the post. “I can’t wait for you to see what I have in store with @intimissimiofficial. #linkinbio to preview the collection. #GlobalAmbassador #THISISMENOW.”
Fans looking to get Lopez’s set are in luck: The link in the 53-year-old’s bio leads to several pieces from Intimissi’s line that are “picked by Jennifer Lopez,” including the fuschia set she donned in the Instagram photos. The bra retails for $69, while the matching panty runs for $15 and the silk robe $159. The pieces Lopez wears also come in black, turquoise and bright orange. Silk pajamas are also included in the collection of pieces handpicked by the pop star.
As far as what Lopez is cooking up in the lingerie department, fans will have to wait until the full collaboration arrives. In the meantime, check out the photos from J.Lo and Intimissi’s forthcoming partnership below.
A part of her world! Halle Bailey excitedly unveiled the new doll version of her Little Mermaid character on Monday (March 6) via social media.
“I have something really exciting to reveal to you all. I am gonna cry,” the younger half of Chloe x Halle said in an Instagram video. “This is the new Little Mermaid doll! I am literally choking up because this means so much to me. And to have one that looks like me, that’s my favorite Disney character, is very surreal. And look, she even has my mole! See? And the hair, and the tail…I’m just stunned, so I don’t quite know what to do with it, but I’m gonna steal this and take it home.”
Indeed, the new version of Ariel is modeling exactly after Bailey’s character in the upcoming live-action adaptation of the 1989 animated classic, and the actress added even more context about how meaningful the toy was to her in her caption.
“Omg…the little girl in me is pinching herself right now ..I have my own Little Mermaid Ariel doll !!!” she wrote. “I can’t believe how much she captures my version of this iconic character…brb gonna go cry now.”
Late last year, Bailey opened up in an interview with E! News about letting go of the “pressure” she initially felt to step into Ariel’s fins. “I think that before I started filming, I did feel some nerves naturally because the film is so important to so many people,” she said, going on to add, “The fact that all these little Black and Brown babies are going to be able to feel like they’re being represented is really special to me. I know that if I had that when I was younger, it would have changed a whole lot for me and my perspective on who I am as an individual.”
The Little Mermaid is set to hit theaters nationwide on May 23, and the latest teaser gave fans a brief glimpse of Melissa McCarthy’s villainous Ursula, as well as Flounder and Prince Eric.
Watch Halle’s adorable reaction to seeing her Ariel doll for the first time below.
Dreams do come true. A bride and groom who scored tickets to a date of Adele‘s Las Vegas residency at the Colosseum at Caesars Palace got even luckier when the star took a moment during the show to congratulate them on their recent nuptials.
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The moment took place as the 34-year-old sang “When We Were Young.” While passing the couple — who were still dressed in their wedding garb, Adele said, “Did you just get married? You got married today? Congratulations!” The groom had a marker at the ready, which the “Easy on Me” singer took to sign the bottom hem of the gown.
“Weekends with Adele. My world is made – found the love of my life and this man was determined to have Adele sing at our wedding… 7 years later all our dreams came true,” the bride wrote on Instagram, sharing video from the special moment. “Thank you Adele for creating the memory of a lifetime for us.”
The groom was equally excited about the moment and shared it on his Instagram as well. “@adele please excuse my clammy hands,” he wrote. This was my most major fan girl moment lol @gababouthair #3/3/23.”
Adele also gave a subtle nod to the newlyweds on her own Instagram, sharing a photo of her exchange with them in a carousel post from “weekend 14” of her residency.
Adele is slated to perform six more dates at her Las Vegas residency, which will conclude on March 25.
See the photos and videos from the newlywed’s sweet moment below.
Selena Gomez took a break from her usual glitz and glamour to get back to her Texas roots — and took a special someone along for the journey. On Thursday (March 2), the “Lose You to Love Me” singer hopped on Instagram to share photos of a recent fishing trip she took with her 9-year-old sister, Gracie Eliiott Teefy, her youngest sibling whom she shares through mother Mandy Teefey and stepfather Brian Teefey.
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Gomez gave fans a look into her and Gracie’s time fishing through a carousel post. The first two images featured the Rare Beauty founder and Gracie posing with the fish they caught on the lake, while the third captured the scenery of the lake and the fourth, a sweet, smiling photo of Gracie giving the camera a thumbs-up.
The singer-actress also shared a video in the carousel of Gracie asking, “Wait, who are you texting [the video] to?” to which Gomez hastily replied “No one!” The 30-year-old captioned the post, “Texas girl at heart. Cali girl for fun and NY gal for the real. Grateful, thankful and blessed lady!”
Gracie has recently become more of a fixture in Gomez’s public presence. In January, Gracie served as her big sister’s plus-one to the 2023 Golden Globe Awards. That same month, the Only Murders in the Building actress shared photos of her celebrating Nicola Peltz Beckham’s birthday with a dinner on Jan. 8, in which Teefey was in attendance. And on Jan. 6, Gomez shared on Instagram that the she and Gracie had a girls’ date together, even wearing matching black outfits.
See Gomez’s new Instagram post below.
Ashley Park is one of the latest castmembers to join Hulu’s Only Murders in the Building season 3, and she had nothing but nice things to say about one of the show’s stars and executive producers, Selena Gomez.
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“I only know that she’s the absolute sweetest,” Park shared in an interview with E! News. “I’ve had such a joy on that set.”
As excited as Park is to join the cast of the popular dark comedy, she was tight-lipped about details surrounding her character and the plot to prevent spoilers. “All I can tell you is that I play a Broadway ingénue,” said the actress, who previously starred in Mean Girls on Broadway. “I think that if I gave anything else away, I’d get in trouble.”
Park first revealed that she would be joining the Murders cast in a Feb. 22 TikTok that featured Gomez and Martin Short. “Murders?? IN THIS BUILDING????” she captioned the funny clip. “So excited to join this killer (pun intended) cast of amazing humans.”
In addition to Meryl Streep and Paul Rudd being confirmed for the season 3 cast of the show, Gomez teased the possible addition of one more all-star actor to the streamer’s already stacked cast. “So @ijessewilliams is killing it on season 3 guys.. @onlymurdershulu @hulu,” she captioned a photo of her and Jesse Williams taking a smiling mirror selfie together in a suspicious makeup trailer. “Hold up… did you say… killing??,” Hulu cheekily replied in the comments section of Gomez’s Instagram post.
See Park’s TikTok announcing her arrival to Only Murders in the Building below.
Omarion just wants his fans to be safe online.
A recent guest on Dr. Phil was invited to come on the show after being catfished by a person online pretending to be the singer, requesting money from her and even asking to marry her.
The fan, a woman named Simone, shared that the catfish’s “manager wants me to pay $3,000 to meet him.” Despite never meeting in real life, the person Simone spoke with asked to marry her, leading her to believe Omarion purchased a ring for her hand in marriage. Simone revealed that over the two years that she and Omarion’s impersonator started talking online — they first began having conversations in October 2020 — she spent $300 on a fake fan club membership, while her friend sent around $4,500 to the scammer during the duration of their relationship.
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After the episode aired, Omarion took to his Instagram Stories to share a word of caution to his followers. “Be smart family,” Omarion said in an Instagram update shared shortly after the episode debuted. “So many people have stories saying they spoke with me online. I don’t take advantage of people. I respect and appreciate people who support me.”
In addition to the note, Omarion appeared on the episode to share a message with the Dr. Phil audience.
Coming up for the star is the release of his forthcoming album, Full Circle: Sonic Book One, scheduled to arrive in May.
See Omarion’s Instagram Story before it disappears here, and see a preview of the episode below: