RAYE kicked off 2023 earlier this month with his first UK number one single. “Escapism,” featuring 070 Shakes and Hooks about “running away from reality as fast as you can,” has steadily climbed the charts since its initial release in October. Its gradual increase was possible with song remixes made on social networks. Several rapid-fire versions of “Escapism” have been released on TikTok since its release, garnering more than 850,000 fan-made videos, from cleaning tutorials to “get ready with me” confessionals. Released in November, the official version of “Sped Up” has garnered more than 47 million streams on Spotify, giving “Escapism” a total of 170 million streams — huge numbers for an indie artist who prides himself on his fans’ creativity. has recognized and used it. And then reap the benefits of the kind of organic marketing that even the major labels can’t afford.
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RAYE’s ode to hedonism is the latest in a growing list of tracks that have enjoyed widespread chart and streaming success following the popularity of their subsequent fan remixes. Last year, Steve Lacy’s “Bad Habit” and Thundercat’s “They Change” got separate versions of “Sped Up,” which eventually topped the US Billboard singles chart in October after both were released on TikTok. This type of quick edit was coined after two Norwegian DJs who first got the subgenre, “Nightcore”, started in 2010 when they started making high-octane dance music by cranking up the tempo and shifting it up a notch. The pitch of the available songs
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But while online creators, social media sites and even record companies are feeling the positive impact of these speedy remixes, there are still questions about what the success of these “Sped Up” songs says about the current state of online listening habits and music ownership. . And also whether fan-made remixes will ultimately have a positive impact on the industry as a whole. At this point, it should also be explained: What is the great appeal of accelerated melodies?
“As our world changes and evolves, so does music,” said producer, presenter and comedian Oliver Terry. “The music that was the soundtrack of the youth in the 60s doesn’t connect in the same way to the youth of 2023. They live a completely different life in a completely different world and at a completely different point in history.”
Tree’s late night hit ‘Miss You’ took the dance charts by storm last year thanks to fans and the official version of the song being added to social media sites. He believes that the way younger generations consume music and media explains why they are so enamored with fast-paced music. “The current state of living in a digital society with the rise of social media and online dating is that we’re all quickly browsing to see what’s best,” she says. This makes us move incredibly fast. Music is a mirror of humanity, so when you look at the speed of our lives, no one should be surprised that fast music has become popular.
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However, creating music that reflects this fast-paced lifestyle has not been without controversy. Two versions of “Miss You” peaked in October: one by new German producer Southstar and another by Tree and DJ Robin Schulz. Both tracks share the name, arrangement, duration, and lyrics of Tree’s dark 2020 Jerk, but while Southstar’s version was removed first, it was the last to be released (according to Billboard). In an Instagram post after the official release of “Khanem To”, Southstar claimed that “Scholz stole my song”. However, Atlantic Records, which owns the rights to “Jerk”, said in a statement that Southstar was wrong to remix “Jerk” without permission and then release a version with recorded vocals to prevent Oliver Terry from being fully compensated. And he has published. label”.
In the end, the official version of “Miss You” eclipsed Southstar’s version on TikTok and streaming sites. But Duel’s songs highlighted the copyright and intellectual property issues online creators face when making remixes on TikTok and Instagram. According to TikTok, which says interpolation is an integral part of the platform, it’s the desire to inspire and make sense.
“At the heart of TikTok is the belief that anyone can take a sound, trend, or cultural moment and transform it, rework it, and collaborate with others to create something new,” said Clive Rosario, head of the global music program at TikTok. Make something completely original and fun. . . “People are using ideas, making the most of our effects, and using sounds that were made by someone on the other side of the world.” Rosario adds that people don’t just come to TikTok to enjoy, but to create: “Fans have the power to become part of the music-making process, which is often seen in creators experimenting with sped-up or slowed-down versions of themselves.” . “
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Rosario adds, “Remixes are instrumental in fueling the success of artists on and off TikTok, fueling the community’s love for creative experimentation with new sounds. By speeding up a song, fans can transform the song into an up-tempo dance track or anthem, offering a completely fresh take on songs from a wide variety of genres. And more artists and labels are following these trends, building on catchy moments in remix releases and actively promoting newer releases that are catching on.”
While creating remixes to promote and bring fans back to original songs and albums has been a staple of the music industry for some time, social media has turned the process of creating these new versions into a fan activity.
“We’ve seen an increase in the number of slow-tempo remixes on TikTok and then we get official versions, which often help create engagement with the original song and push it up the charts,” explains Rosario.
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Jovynn is one of the creators that helps artists spread their voices across all social media. Long before he became a popular TikTok DJ, he was creating content online, making his mark by sharing dance moves, posting memes, and seeing all kinds of sounds go viral on the app. However, during the pandemic, he decided to buy his own turntables and take the “escape” he found in remixing songs seriously and made the music he wanted to hear.
“When I was a creator, I struggled to find sounds to make videos,” says Joyn. “After I became a DJ, I started changing sounds and lyrics to make it the way I wanted.” For example, his recent rendition of SZA’s Kill Bill is already garnering thousands of video likes. In the [original] lyrics, he says, I might kill my ex. I added a little pause to it to build tension and then set SZA’s voice to say “I want to kill my ex”. “It just spins the song in a whole different way.” he explains. “Every time I create a mash-up or a sound montage, I ask myself, are other people going to like it or use it? There’s more to it than [just] increasing the volume and increasing the BPM.”
Combining his love of making music with his social media savvy has helped the Las Vegas-based artist reach nearly 11 million online followers across all platforms, and his songs have gone viral several times: Joyne’s recent cover of Coldplay’s ‘A’ Sky . Full Of Stars soundtracked hundreds of thousands of Reels and TikTok videos to kick off the new musical year. According to him, social media’s penchant for emotional music has created a demand for up-tempo songs. Jovynn claims, “Slowing down or speeding up the volume adds more character.” There are songs that are happy and have sad lyrics, and people can really use that to slow it down and make it a sadder song. It enhances the feeling of the song in a different way.” Another reason users might like fast songs, he says, is their inability to focus on the longer version. “A lot of people on TikTok have very short attention spans,” he adds.
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Ashley Hoffman, digital marketer at Secretly Distribution, works with independent artists to distribute their music on social media. Lately, he’s seen an increase in artists who are proactive rather than reactive in making nightly versions of their songs. “I think more artists are going to start releasing these faster versions alongside the original, rather than fans releasing them first,” he says. Hoffman, who has worked directly with artists who have found success with TikTok remixes, also has a theory about why users gravitate toward these versions as opposed to the originals. “These versions seem more emotional and