Tik Tok is Changing the Music Industry Part 2

A few weeks ago I wrote a blog about how Tik Tok is impacting the music industry, and this is a follow up to that conversation so click here to check out the first post if you haven’t already. In that blog I mentioned two examples of songs that I thought were really benefitting from the hype they were given on Tik Tok: “Super Freaky Girl” by Nicki Minaj and “Unholy” by Sam Smith and Kim Petras.

This post is going to be focusing on “Unholy” and how Sam Smith and Kim Petras have let the hype build for too long. As of right now the song still isn’t out yet, and has been delayed several times already. It supposedly is coming out later today, but at this point I’ll believe it when I see it. People on Tik Tok are complaining about how they’re already bored and annoyed with the one part of the song that originally got trending because it’s all they’ve had of the song for over a month now.

If the rest of the song is anything less than amazing it’s not going to go over very well for the two of them. They had such strong potential to release in the peak of excitement over their collaboration, but have definitely missed the mark at this point. It’s been sad to see the trend change from people hyping them up to reacting to their posts complaining about how they’ve drawn it out too long at this point.

Reactions now range from general annoyance and not caring about the song’s release anymore to still being hopeful that the song will be good but a bit disappointed at how long it has taken for the song to come out. I’m not sure exactly how I feel about the song at this point, I guess we’ll see when I can finally give it a listen. I know I’m bummed that they’ve let it get to this point because they had such a good thing going for a while.

Fans have mentioned that if artists are going to tease a song like this on Tik Tok the song needs to be completely ready to go by the time they do. The release date shouldn’t exceed much more than a week past the initial hype being built, and “Unholy” has been teased for over a month at this point.

Another issue is when they said it was coming out on September 22, people assumed that would mean at midnight since nothing else was specified. Yet again people were disappointed when they went to look up the song at midnight last night to find the song still wasn’t available. It’s not unheard of by any means for songs to drop during the day instead of at midnight, but especially in a situation like this the artists should have done a better job of communicating that before the day of.

Hopefully other artists who are hoping to use Tik Tok to build some hype around new songs they are releasing have learned a lesson from “Unholy” and won’t make the same mistake of drawing out a release for over a month.

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