Some are as simple as a selfie video, asking fans for feedback on a newly made track. 1 hit, “abcdefu,” started as an acoustic performance video that took off online before the single’s official release. 1 debut with “First Class.” Each of those established artists teased the songs on TikTok first, as did newcomer GAYLE, whose unlikely Hot 100 No. The Billboard Hot 100 contains ample proof of the method’s success: SZA earned her first solo top 10 debut with her 2021 single “I Hate U,” and Charlie Puth peaked at No. 27 with “Light Switch” earlier this year, as did Jack Harlow’s first No.
What started as a low-cost method for unsigned talents to casually test audience reaction and build up streaming service pre-saves to their songs is now the norm for even household names hoping to break their next hit before committing to a release date on streaming platforms like Spotify and Apple Music. And not everyone thinks it’s good business. Artists have previewed unreleased songs at live performances and with radio stations for decades, but thanks to the rise of TikTok and a handful of successful DIY social media campaigns - Lil Nas X’s heavily teased and memed efforts for “Old Town Road” on Twitter and Triller is an early example - the practice has become de rigueur for artists.
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