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How Glass Animals Went Viral on TikTok

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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.
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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

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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.

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Is SubmitHub Good or Bad for Indie Musicians: Interview with the Founder

Jason Grishkoff started a music blog called Indie Shuffle back in 2007, when music blogs were still cool. After a 3-year stint at Google, he was lucky to take the blog full-time in 2013. From 2014 to 2015 digital advertising in the music industry changed rapidly, and a number of bloggers found themselves looking for alternative sources of income. Many gave up to focus on their day jobs, but Jason decided to double-down on his coding abilities and created a website called SubmitHub, where musicians, labels and publicists could submit their songs to blogs like Indie Shuffle. Flash forward to 2022 and nearly 30 million submissions have been submitted through the platform. Jason still runs the operation as the only developer, and the product is constantly evolving to meet the needs of the modern music promotion industry.
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