Case Studies: TikTok

Hyperpop music emerged in the 2010s, led by producer A.G. Cook, his record label PC Music, and its particular style of exaggerated, self-referential pop. From the start, though, hyperpop was always more than a music genre. It was catalysed by backlash to consumerism and late-stage capitalism, which shaped everything from the sound of the music to t...

From its simplistic beginnings in 2020, to its now established online presence, the cartoonish (albeit with realistic hair and clothing movement) sausage, Nobody Sausage, is taking the social media world by storm. Nobody Sausage launched into stardom on TikTok during the Covid-19 pandemic, and subsequently other short-form video platforms such as Y...

YouTube’s official livestream of the 2023 Coachella Valley Music and Arts Festival captured the event through both a long-form, professional livestream on YouTube, and short-form video user-generated content (UGC) on YouTube Shorts. YouTube partnered with influencers to document their festival run on Shorts, taking advantage of the growing trend ...

After a prolonged period of the sporting calendar being dominated by the same storied competitions, new technology and a need to stoke fandom has ushered in new sports challengers. Formula E has started challenging Formula 1 with its electric racing series targeting eco-conscious viewers and sponsors.

Music marketing has thrived in the world of TikTok, but it is about much more than just generating awareness now. Sam Smith and Kim Petras’ recent release, ‘Unholy’, illustrates a successful execution of a marketing campaign done with lean-throughengagement in mind.

As the attention recession meets a cost-of-living crisis, video streaming platforms must compete ever harder for consumers’ dwindling wallet share and free time. To retain (much less attract) subscribers, a balance must be struck between having depth of content library, a reasonable price point, and compelling new releases.