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Welcome back to HotToks. This edition we report on the return of #BamaRush but making it relatable to college students and TikTok Music coming for Spotify and Apple Music.
The TikTok phenomenon of the century, #BamaRush, is back in action again. With over 3.6B views on TikTok and #BamaRush being one of the top three trending hashtags this past week, it is everyone’s favorite time of the year. Each year, we follow along to see daily TikToks of their lavish OOTDs, detailing their days, what they’re excited about, and how the previous day went.
But this year, it’s somewhat different. Yes, we still have the typical Kendra Scott and David Yurman cameos, but we also have the rise of the relatable sorority hopeful.
Bama Morgan (Morgan Cadenhead) is one of the breakout stars of this new chapter of #BamaRush. In one of her first videos, she says she wants to spearhead a new trend: “relatable rush,” this video almost has 1M views at the time of writing.
When other girls show up in Dior makeup, she says she buys her makeup from CVS. When other girls mention their Golden Gooses in their OOTDs, Morgan says, “I’m broke, you wanna know what I have to eat? Ramen.” Comments praise her for being so relatable and a “breath of fresh air” in a crevice of the internet that highly rewards perfection and primped curls.
We’ve long known that relatability from a creator is what keeps viewers interested and coming back for more content. Marketers have also spoken about the ability of #BamaRush to turn a creator into a brand (just look at Kylan Darnell and her tagline, “have a great day, not just a good day”).
Cadenhead is seemingly cracking the code on #BamaRush and carving out a niche in this space to grow as a creator on TikTok. After all, Jessi Gold, assistant professor of psychiatry at Washington University School of Medicine says “There’s a psychological component to seeing yourself reflected back through content. You feel less isolated and more validated.”
TikTok has been a tour-de-force in getting singles to top the charts. Many songs that have entered the music scene in the last few years derive from popular TikTok jams and dances, and some artists have TikTok to thank for making their big debut in an industry that is notoriously tough to break into (looking at you, Addison Rae).
Of course, TikTok is aware of its influence in this industry. With that awareness, the social media giant is looking to make its mark on the music-streaming industry by testing out its own music-streaming app, TikTok Music.
The new app is only available in Brazil, Indonesia, Australia, Mexico, and Singapore, but Insider signed up for an early look at the Singapore version, and here’s the tea. TikTok Music is leaning heavily towards facets of its original app that made it so popular in the first place.
Like the original TikTok interface, TikTok Music also has a “For You” feed that shows recommended music. In addition, the app also houses social features, allowing users to comment on songs and react to what other users are saying. This alone is enough to set the app apart from its competitors, like Spotify and Apple Music, which notoriously have limited social capabilities.
Music industry analyst Tatiana Cirisano notes that younger consumers are yearning for a more social streaming experience, and even though Spotify is starting to switch gears to honor that desire, this could be an excellent opportunity for TikTok to break through the clutter. For younger generations who have grown up with TikTok, TikTok Music could be a no-brainer, making it a terrifying competitive space for Spotify and Apple Music.
Immediately upon downloading, TikTok Music goes off of a subscription-only model, unlike other competitors offering free or ad-supported options. It places a heavier emphasis on social listening; top comments are featured alongside the cover art of some songs. In addition, top viral songs from the app have their own space on the “Discover” page of TikTok Music. One impressive difference is the app’s ability to find similar songs; TikTok Music’s recommendations are eerily specific. Users can start a “similar mix” for a particular song, and the results will be very similar in vibe and even lyrics.
TikTok Music is highly significant for new music discovery. Though the app has yet to make its way to the US, this is hopeful news for those looking to break out in the music industry. The apple doesn’t fall far from the tree; similarly to how TikTok has given creators their moment to shine, TikTok Music will provide artists with their moment to shine.
Thanks for reading!
- Viv
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