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VERDES: (Rapping) She put me on a skin routine.
HARDING: One of the first things he tried to get the viral snowball rolling was actually paying people to use his songs in their videos - for example, his song "Skin Routine." VERDES: That's when you can be experimental and, like, kind of do that sellout stuff where you're like, hey, let's amp this up a little bit so that we can get this platform going. SHAWN MENDES: (Singing) Hold on tight, and please don't let me go. VERDES: Do they remember Shawn Mendes going on and playing 6 seconds of a song just trying to show that he's riffing, you know what I'm saying? JUSTIN BIEBER: (Singing) I got a problem, and I don't know what to do about it. (SOUNDBITE OF YOUTUBE VIDEO, "JUSTIN SINGING BECAUSE OF YOU BY NE-YO") Like, do they remember Justin Bieber from YouTube? No. VERDES: If you're a nobody, you have to do something wild to get things started in these ripe spaces where no one's going to remember - like, in these new spaces of social media where no one's going to remember anything. HARDING: When Tai Verdes started using TikTok, he thought of it like a little musical sandbox where he could try out different strategies for building an audience with almost instant feedback and very low stakes for failure.
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Today on the show - the story of Tai Verdes who figured out how to ride the TikTok algorithm going from a salesclerk at Verizon to an internet phenom to a top 40 pop star in just about a year.
And you've come here today to give us a little glimpse into how TikTok is transforming the way the music industry works, which songs become popular, and even the structure and style of songs themselves. HOROWITZ-GHAZI: Charlie, you are one of the hosts of the "Switched On Pop" podcast, which is all about the making and the meaning of popular music. HOROWITZ-GHAZI: Hello, and welcome to PLANET MONEY. VERDES: (Singing) Living in this big blue world with my head up in outer space. He used the app to get his songs into the ears of millions of people around the world.
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HOROWITZ-GHAZI: And over the next year of tinkering and testing out different strategies, Tai managed to kind of crack the TikTok formula. So Tai was stuck in his apartment, working on his music, when he started thinking about how he might be able to tap into these enormous audiences. And also like a lot of us, he started spending more and more time on TikTok - this social media app that has exploded since the pandemic started.ĬHARLIE HARDING: If you aren't totally addicted yet, TikTok is made up of these short, punchy videos of people doing little dance moves or cooking videos or hair and beauty routines - little trends often set to very particular songs. Like a lot of us, Tai had to shelter in place at home. HOROWITZ-GHAZI: But then, of course, the world shut down. And then they'd - no one would say anything. I'd wait whatever it is - like, 9 hours - just to sing for 2 minutes. TAI VERDES: I would, like, write a song and then go to these auditions. But he wasn't having much luck through the traditional routes to musical fame. SYLVIE DOUGLIS, BYLINE: This is PLANET MONEY from NPR.Ī few years ago, Tai Verdes was in his early 20s, working a day job at a Verizon store in Los Angeles and dreaming of becoming a pop star. For one night only, PLANET MONEY will be staging a live podcast taping and world premiere of a superhero economics musical. UNIDENTIFIED PERSON #3: It's PLANET MONEY live. UNIDENTIFIED PERSON #1: Look, up on the stage - it's a podcast.
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