 on the video makes perfect sense we shouldn't have to be yeah anticipating what they're gonna do for it how to market because obviously that shows a lack of you know user friendliness that we're having to debate where we best to go so there's not a lot to figure out carrying on with carrying on with with tiktok another thing i want to get your thoughts on i'll see as you know running tiktok campaigns yourself is the idea now that labels are taking a decision to to change the names of tracks after they've already come out because they are not so search friendly so for example let try and produce a surf mess i hear the single called ily which did did very well on tiktok and on spotify and obviously people were searching for i love you and it wasn't coming up so therefore there's a dilemma so i took the decision to call it ily brackets i love you i love you baby i should say um so what what are your thoughts on this whole are we going to see a new trend now of all the songs like being named is that what they should be from the start or are we going to see a lot of these sudden name changes i think you have to see a lot of sudden name changes among the ones that start to get traction right right it'll have to be worth it after it's a certain threshold but the beauty of this is people are starting to realize that tiktok is one that music discovery platform but also this embedded search engine it's been that way from a beginning in a way that a lot of people haven't really paid attention to even and you can see this coming even before their library was really built out and the partnerships were in a better place because i'll run campaigns and just well you know if you pay attention to the kids which they started doing i started doing probably at least a year back right you'll you'll have a song name and then you'll have parentheses the rest of it yeah you pay attention a lot of people don't realize i can't remember which one name was first now but um doja cat song had two names and eventually it became another name um i think i don't know i think they might call it mood now but at one point it was bitch i'm a cow or something like that right and and then all of a sudden they added the second title until you kind of got searched enough or had enough visibility where they removed um look kind of forgot about the other title some of it might have been for search engine regions some of it might have been for um some other just censorship reasons in that particular case but the need for being agile only increases in a fast moving digital error where so much stuff has the opportunity to get moving without you knowing we're almost in a reactionary market in climate where the goal is to push it out there in the best positioning to move far but you're not sure every move so far so once you put things in a position you watch and based on what happens you need to now be able to steer the ship to get to your end goal right whether that means i'm letting the fan select the song off of the project based on how many you know which one is most listened to or based on what are people calling it because of people are calling this calling me that why would i not uh go with what they uh they uh have called it so quick story there's this drink called hypnotic very popular in the early 2000s uh for because of its color it was blue and they it was actually initially called hypnotic right but after just kind of pushing it getting it out there they heard somebody say yo man that hypnotic like they just said it and then oh bam i'm going to use that that name right it makes sense to call it what other people are calling and that's a lot catchier etc etc it's the same that all this stuff applies and you're going to get the best successes out of it so for labels to be able to change that because we can change that just do an organic uploaded sound but they're going to want to do it do the most efficient trackable source which that library system still has so much games to do i will i want it to be the best route it just isn't yeah um a lot of times but yeah it's it's it only makes sense in whatever way possible do spotify whether spotify tiktok any function of marketing to be able to be changed after the fact in some form of fashion based on the feedback that we're getting because it gets me thinking like if you're an artist and you you know you've got your song coming out or it's out already and you've now identified the 15 second clip you want to use for tiktok campaigns if your song title is not in that 15 second clip you've got to change it really in this in his current that's uh yeah that's a great observation that's probably a good way to think about it that's that's what i'll just think about now is his conversation has been going on thinking yeah you really need to capture you've got 15 seconds to capture and they need to remember a key buzzword from it though so think about get uh renegade and it's a few songs like this where the song took off but the part on tiktok that took off actually proceeded the song yeah the song wasn't even in the viral clip it was just the lead up in the you know producer tag you know there are so many songs where they haven't actually used the chorus in the clip so therefore it again that changed the whole thing like have you been you know marketing your song around the chorus and you know using the name from the chorus if that's not the bit that hits you have to adapt quickly it's all about what works man it's all about what works not what you and i it's interesting because i wonder if artists are going to get more comfortable with this because artists have become more and more marketing savvy and and as they come up in these ages they don't have some of the same stigmas around a lot of that stuff as past generations because you know when you go artist of artist type mentality no this is the name of my song you know what i'm saying yeah exactly yeah this is the package this is how i want want it to be i'm like changing it to some random title just because kids are calling it that but yeah i think that might be uh evolving when we look at the mentality of some of these artists and how they approach their careers and the bigger picture which is like the best thing about this is that we're naturally moving towards more of like a smart speaker voice activation like generation now you know they're in more than 50% of the homes in the US smart speakers now and also your voice search is going to be very very important for the top songs and if you've got a search friendly song you're taking all those boxes so it's so it gets even more important not just in tiktok but overall as we you know move towards this voice activation um sort of like market because the report that came out today saying that by 2024 there's going to be more um voice activation um devices than there is people on the planet so it is all moving towards that direction so it's very very important that you've got these search friendly terms for your songs man that's an interesting step it makes sense obviously since so many people have multiple but that's that's interesting to hear um one thing that I just randomly thought about due to this whole search engine thing um is actually there's one artist that I was working with his search his seo was so bad and we were trying to get it going on tiktok and no matter what well people would try to search it it was so incongruent on different platforms youtube it has a dollar sign here over here it doesn't and all these different things it was so hard to find and it was dope really dope artist really dope concepts uh I really loved what he was doing but that particular issue is a real thing because at that time you have people going from tiktok to google search nope not if you don't pop up that's an issue or tiktok you're spotified right all these kind of how well you know I've had that search engine conversation at large comparing the platforms and uh yeah amazon Spotify essentially is a music search engine at this point right and took that niche in that marketplace so it's um everything it's the mat work