Many of us are aware of music’s sweeping presence on TikTok. Songs set the tune to all types of trends, dances, challenges, lip syncs, and more on the platform. This has had massive effects on the music industry and its consumers. Lil Nas X’s “Old Town Road” was an early example of a song’s TikTok virality directly leading to increased sales and streaming numbers, and this trend has continued with songs like “Savage Love” by Jason Derulo, “Supalonely” by BENEE, and “Savage” by Megan Thee Stallion.
Viral “Dreams” Come True for Ocean Spray
Given the explosive of growth of TikTok as a music platform, how can brands capitalize on this momentum? One brand that’s done a great job in recent months is Ocean Spray. It all started when TikTok user Nathan Apodaca (@420doggface208) captured the internet’s heart after posting a video of himself cruising to work on a longboard while drinking Ocean Spray Cran-Raspberry juice while lip-syncing to Fleetwood Mac’s “Dreams.” The video quickly went ultra-viral (amassing 69 million views and counting) and sparked thousands of users to create copycat videos using the same track. As a result, “Dreams” soared up the charts for the first time since 1977, reaching No. 1 on iTunes and giving Fleetwood Mac its best streaming week in history.
It was lightning in a bottle, and Ocean Spray recognized it as such. The brand responded by gifting Nathan a “cranberry red” pickup truck jam-packed with Ocean Spray products, and CEO Tom Hayes joined TikTok to post his own rendition of the video meme. TikTok has since licensed the track for a spot featuring Nathan, Tom, and Mick Fleetwood himself. In turn, Ocean Spray’s stock has skyrocketed, quadrupling since late September.
Use Music in Highly-Effective Content
Massive reach among young consumers demonstrates the immense potential of brands tapping into music on TikTok. Now more than ever, brands should be thinking about how to incorporate music into their social media strategies—for both their own posts and branded influencer posts—which in large part includes licensing musical tracks that will resonate with their audiences.
On the music industry side, record labels and publishers en masse are recognizing the value of getting their catalogs onto the platform and have been keeping TikTok strategies top of mind when planning the release of singles, videos, and albums. Consequently, rights holders are willing to license music at very reasonable rates for TikTok campaigns and branded posts, which creates a great window of opportunity for brands to capitalize on. It’s also important to note that starting in May, TikTok began cracking down on verified organizations using unlicensed music in their content. Therefore, licensing music is not only a great investment, but a necessary one if a brand wants to participate in TikTok music culture.
It’s a win-win-win for the artists, brands, and users. Here at BEN, we’re excited to continue creating these types of marquee moments for our clients. Our team of music supervisors has years of experience in helping to identify a brand’s sonic identity, then delivering streamlined music licenses through our long-standing, preferred partnerships in the music world. We help brands get inside popular content with authentic music video integrations and broader artist partnerships.
And for fun, get a feel for the diverse sounds that succeed on social by listening to our Spotify playlist of 2020’s hottest TikTok songs below.