Join the movement

Join the movement!

Join the movement!

Share this:

How Glass Animals Went Viral on TikTok

Join the movement!

Must Read

How This Band Made $250K Livestreaming From Home

Robert Brown, the founder and front man of the steampunk band Abney Park remembers one week in March 2020...

Musicians Are Being Held Hostage By Record Labels in California – The Fair Act

Did you know that there is a law on the books in California that states a company cannot bind someone to a personal services agreement for longer than 7 calendar years - unless they are a RECORDING ARTIST?! That’s right, in 1987 the slimy, slippery, soulless major record labels successfully lobbied the California legislature to add an amendment to exempt recording artists from this law meant to protect people from long-term, predatory contracts. But finally, California might have a chance to right these historic wrongs with the new Bill AB-2926 (Kalra) that has been introduced.

Spotify Says Songwriters Now Make More From Streaming Than They Did From CDs

Spotify just released their new Loud and Clear report today which profiled a lot of really interesting figures. The three most surprising things that stuck out to me from this report are: How many DIY, self-released artists are earning...
Ari Herstand
Ari Herstand is a Los Angeles based musician, the founder and CEO of Ari’s Take and the author of How to Make It in the New Music Business.
Share this:
How Glass Animals Went Viral on TikTok

Listen on your favorite podcast platform: Spotify | Apple Podcasts | Stitcher | Acast

Griffin Haddrill is the co-founder and CEO of the leading viral marketing agency, VRTCL. Alongside business partner Sean Young, VRTCL was founded in 2019 providing marketing services for some of today’s most popular artists and record labels such as Universal Music, Warner Records, Sony Music, showing them how to best utilize TikTok and execute campaigns to optimize records performance and brand activity among its global user base.

Prior to VRTCL, Haddrill was a talent manager, signing songwriters and producers who worked with the likes of Karol G, Kevinho, Travis Porter, Riff Raff, among others. Haddrill also represented world-class DJs such as ATLiens and Tisoki who perform at major global music festivals, including Coachella, Electric Daisy Carnival, and Bonnaroo.

In this episode, Griffin breaks down how Glass Animals, Adele, Justin Bieber, Lil Nas X, and The Weeknd leveraged TikTok to crack the Billboard 100 with their new songs.

He also discusses the importance of indie musicians embracing TikTok, VRTCL’s approach to getting TikTok trends to catch, and how to get your music to go viral on the platform.

02:43 VRTCL’s charting songs on Billboard
06:27 Influencers and viral marketing
09:23 Where VRTCL comes in
10:27 Working with Glass Animals
12:28 Business relationship with influencers
16:37 Influencers within VRTCL’s network and rates
20:09 Micro vs. macro influencers
21:51 User generated content (UGC)
23:18 TikTok’s hook
25:49 Choreographic trends
29:10 Working with Labels vs. Management vs. Artists
31:00 How to inspire artists to embrace TikTok
35:11 How to get your music to go viral
38:23 Audio recognition, unauthorized “original sound” remixes and DSPs
44:32 Tech vs. music’s intellectual property
46:41 Marketing investment and bridging success
48:59 Booking agents and touring artists
52:36 Geo-targeting vs. Ads
53:26 Tips for artist getting started on TikTok
55:45 Final question

About The Author

Ari Herstand
Ari Herstand is a Los Angeles based musician, the founder and CEO of Ari’s Take and the author of How to Make It in the New Music Business.

Join the movement!

Ari's Take Academy Enrollment Now Open


State of the Industry | ATA Instructor Round Table

Enrollment is NOW OPEN for Ari’s Take Academy! In this episode of the New Music Business, we’ve got all the ATA instructors together to discuss the current state of the music industry. We also invited our community to be a part of this special live round table discussion, so be sure to stick around for the Q&A at the end. To learn more about ATA, please visit: https://aristakeacademy.com and use code NMB for 10% off!
NAMM 2022 - Sessions for Indie Artists

Related Posts