social media – 92 Bpm

Social media platforms like TikTok, Instagram, and Snapchat play pivotal roles in determining the beats that power our parties. These platforms not only influence musical tastes and trends but also dictate the rhythm of social interactions at gatherings. This article delves into how these social media giants have become trendsetters in the party music scene, transforming songs into global anthems and shaping the soundtrack of modern festivities and played in events places.

TikTok and the Rise of Party Anthems

TikTok has emerged as a powerhouse in setting music trends, with its unique algorithm that catapults snippets of songs to viral status. Tracks that feature catchy hooks or danceable beats often find themselves on a meteoric rise after being featured in popular videos. These snippets quickly transition from screen favorites to party essentials as DJs and party-goers seek to recreate the fun and engagement seen online. The phenomenon of TikTok dances has further cemented songs in party playlists, with tracks like “Savage Love” by Jason Derulo or “Say So” by Doja Cat becoming inescapable party hits thanks to their viral dance routines.

Instagram Stories: Creating Moments, Setting Trends

Instagram’s impact on party music can be seen through its Stories feature, where users share fleeting glimpses of their lives accompanied by background music. The integration of music in Stories has not only allowed users to personalize their posts but has also turned these songs into emotional or thematic expressions. When a high-profile influencer shares a Story with a particular track, it can instantly boost the song’s popularity, making it a sought-after addition to party playlists. Moreover, the use of music in Instagram ads has introduced users to new tracks in compelling, visually driven contexts, further influencing party music choices.

Playlists and Party Influencers

Social media influencers who curate playlists have become key players in the party music scene. Platforms like Spotify and Apple Music often feature influencer-curated playlists that can include a range of party-ready tracks vetted by these tastemakers. When influencers share these playlists on their social media, they not only provide a ready-to-play party soundtrack but also set trends by highlighting emerging artists or underrated songs that can define the season’s party scene.

The interactive nature of social media allows users to contribute to the music selection process directly. Hashtag challenges, user-generated content campaigns, and interactive polls where followers vote on their favorite tracks encourage community participation. This democratization of music curation makes the party scene more inclusive and diverse, as it reflects a broader range of musical tastes and preferences.

Social media platforms provide artists and DJs with real-time feedback and analytics on what songs are resonating with audiences. This data can be invaluable for planning event music, as it indicates which tracks are currently trending or losing steam. By keeping an eye on these trends, DJs can ensure that their sets remain fresh and aligned with what party-goers want to hear, creating an engaging and memorable atmosphere.

As social media continues to weave itself into the fabric of daily life, its influence on party music becomes increasingly profound. Platforms like TikTok, Instagram, and Snapchat not only spark trends but also sustain them, turning party music into a dynamic, participatory phenomenon. By tapping into the viral nature of these platforms, party music evolves at the pace of our feeds, ensuring that the soundtrack to our celebrations is as current and vibrant as the latest post.

A ‘Snelle Planga’, ‘Smoorverliefd’ or a ‘Slippertje’. Three recent examples of artists who have released a song on behalf of a brand or organization with great success as a result. We even saw artists like Donnie, Snelle, and Merol join current affairs programs or tell their stories in large interviews. Has the role of social influencers been played out after various excesses and have advertising agencies now turned their attention to musicians?

Trust in influencers is gone

The Dutch see influencers as one of the least reliable sources of information out there. International research shows that only 4% of internet users believe in the content that influencers distribute. Scammers posing as influencers, high-profile broadcasts of Rambam, and a documentary like Fyrefest have not contributed to that reputation.

“Rambam and Fyrefest have not contributed to the reputation of influencers”

A shame, because within the group of influencers there have always been creatives who developed impressive video productions, shared surprising social posts, or wrote very sharp blogs. But the number of people with a large reach who mainly promoted products and brands increased rapidly.

And so an image arose of influencers who no longer really acted purely on the bone. Instead of beautiful videos, photos or texts, fans and followers were confronted with advertisements devised by agencies and brands that were presented as their own content. Martin Klok and Erika Derby of communication agency Edelman (rightly) already wondered whether the industry should not do more to guard the credibility of influencers.

ALSO READ: 9 Gift Ideas For Music Lovers

Why brands work with musicians

Back to the recent success of brands and musicians. The switch from the influencer as we know it from Instagram and YouTube to musicians seems to be motivated by the loss of trust in that first group. But in fact, musicians aren’t very different from social influencers. They also create content for their own audience and have a huge reach on- and off-line. So what makes these collaborations between brands and music seem more credible? Scoring a place at the table at Op1 or DWDD with your commercial collaboration is something that influencers will not happen quickly.

Guarding boundaries for your own creativity

Music artists themselves bring a valuable group of social followers, just like the ‘classic’ influencer. But due to their built-up reputation and constant presence in the media, they are a springboard for both mainstream media and social media, much like how SMM services like https://dnoxsmm.com/ can do to promote brands.

But what makes musicians just that little bit different from many emerging (young) social influencers is their constant focus on creative space. They guard their own editorial formula with their own musical style. This means that when collaborating with brands, that style is leading in the creative process. Social influencers who only ask about products without critical questions (where mistakes or even a total mismatch with their own values lurk), show that guarding boundaries in a commercial collaboration is a challenge. The successes of brands and musicians show that this seems to go more naturally here.

In the behind-the-scenes images of both Snelle and Merol (although also a bit directed) we see that the artists themselves are busy with the creation of their songs. A song that fits seamlessly between all other singles and albums. Therein lies the credibility of a collaboration.

“With musicians, the creative process is more leading than with social influencers”

Do we no longer see any beautiful influencer collaborations and only musical hits from artists and brands? I do not think so. I especially hope that the creative makers on social platforms look with one eye at these kinds of beautiful examples. And then hopefully we’ll soon see more credible and creative collaborations between brands and social influencers. Who knows that they will also be allowed to join Eva, Mathijs, or one of the duos Op1.