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Monday, October 12, 2020

TikTok Watch 2020 
Per usual, a lot of stuff is happening with the whole "Will TikTok be banned in the US?" debacle which you should definitely read about here and here. Oh, and Pakistan banned the app because of "immoral and indecent videos."

However this week, I'm dedicating this section to Nathan Apodaca, aka 420doggface208 on TikTok. His video, uploaded on September 25, shows him skateboarding and lip-synching to Fleetwood Mac's 1977 song "Dreams" while drinking Ocean Spray cranberry juice. Since then, the original video has become every music marketer's fantasy, going viral with over 26 million views, propelling the song back onto the charts, and launching numerous marketing campaigns for all involved.


🛹 'Dreams' re-entered the charts four decades later and streams of the song jumped up by 125%

🛹 
Mick Fleetwood joined TikTok and paid tribute to Apodaca

🛹 Apodaca receives surprise cranberry red truck from Ocean Spray

🛹 TikTok made a TV commercial of the Apodaca-Fleetwood Mac crossover and has been running it during large sporting events 

Nathan Apodaca, this one's for you.
Streaming Platforms 


"Behavioural variables such as a user’s mood, their favourite genre of music, or their demographic can all 'correspond to different personality traits of a user', reads the patent. 'Thus, it is possible to identify a personality trait of a user based on the content (e.g., music) the user consumes (e.g., listens to) and the context in which they consume the content.'"

--- Spotify Has a Patent for Personality Tracking Technology - And It's Pretty Creepy Stuff

Livestreaming 

⬆️ Billie Eilish announces a new livestream concert --- "Where Do We Go? The Livestream" will be streamed on Eilish's website on October 24 for $30 a ticket. 

BTS Went All Out for 'Map of the Soul ON:E' --- In BTS' latest virtual concert, they focused on integrating the fans into the production, showing them during the sets, activating a live chatroom, and even virtual light sticks which were engaged with over 110 million times.

Consumer Interest in Paid Livestreams Surging, According to New Data --- In the last three months, interactions with free livestreams has declined (down 26%) while interactions with paid livestreams has increased by 577%. 
Social Media

"The music provides a template to jumpstart creativity — it sets the mood, catches the audience’s attention, and carries much of the creative load. But the resulting creativity is then virtually unlimited because of how flexible and adaptable the media format is. The music is a complement not a constraint."

--- Why media formats (like Snapchat Stories and TikTok music videos) become hits?
Video Games

The Women Who Invented Video Game Music --- "Eímear Noone, among her many accolades, is a celebrated, award-winning conductor and composer for video games and film. Here she was taking up the baton and standing at a podium previously granted only to men like Ennio Morricone, André Previn, and John Barry. The first woman, who was originally told that being a woman would hold her back from being a conductor. Well, she sure showed that guy."
Recommendations
 
🎧 Listen:
🚀 News from me:  

I'll be interviewing someone for the next Music Marketing Meetup from the legal side of the music business and we're going to be covering a topic that all artists should be educated on. Look out for an announcement coming soon!  

 
Before You Go
Rest in peace, Eddie.
NOTE: There won't be a newsletter next week as I'll be taking some time off, but you COULD forward this issue to someone who loves music and tech in the meantime maybe?  

Thank you for reading! ✨   
Alison Clancy is a marketing and community manager for music and tech companies. Learn more about Alison at www.alisonclancy.work or say hello on Instagram at @_alisonclancy_
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