 Oh, what's up everybody once again, it's Brandman Sean and this video is brought to you by brandmannetwork.com because I saw myself. Now we got to talk about two major ways that TikTok is is ruining music and a lot of people's opinion but really the impact will be everlasting and a lot of people aren't even seeing it right now. Alright for me it started on January 22nd of 2018 when I said there would be a unique artist with a unique hit that's only 15 seconds long but some people didn't take it too well. People were saying things like absolutely not LOL. I can't see it being 15 seconds. I wouldn't enjoy it. Maybe 30 seconds. See I'm gonna push back on that because there's already some 15 seconds hits out there and y'all actually probably know of them. Michiga Move said I rebuked that in the name of Jesus and Bull City Dion said maybe 30 seconds but not 15 seconds that's not enough time for anything. But understand I'm not saying that everybody will create 15 second music not intentionally at least but I am saying the format will become more popular and hits will occur. And before I get into that what better way to actually make the point then starting with music in the first place. So we're gonna show some examples of why this has already been present in some ways anyway in music over the years. Because there's been a lot of odd moments in music so let's start with Roddy Rich though. If you know about Roddy Rich Roddy Rich is a rapper from Compton he's really been rising up starting in 2018 and he has a song with Marshmallow, an EDM producer. The song is called Project Dreams and it's about 2-3 minutes long. That's it but somebody actually took that song and they looped it for an hour and I know that sounds weird. Just listen to the same song looped and looped and looped and looped for an hour but for one we do like to hear certain songs on repeat but this song being looped for an hour sounds absurd. However I'm not gonna lie. When I was playing this just to see what it sound like I end up listening to a long portion of this and I was feeling it personally but check out some of these comments as well. Now out of all these comments the most interesting one is Jace Jones. This is my second time listening to this in a row and if you go to the video you'll see that his comment isn't the only one like that. So just being able to listen to one song again and again and again and again is interesting. So if you want to argue for the 15 second hit let's think about the fact that some people say that's too short but don't we already listen to songs and repeat so maybe people might want to just loop that for like three minutes and then they still get their feel just like we listen to other songs and repeat and just listen and listen and listen. Even if you think about how certain production is made some people literally take 15 seconds nine seconds 20 seconds of a beat and then they'll loop it and that creates the entire beat for the song. So that's something to consider as well. For example this song by a group named Mandrill is called Children of the Sun came out in 1972 people and it's a five minute song you know they used to make some long songs back then this is probably short for a song back then but what's important is from 314 in this track to 325 there's this portion of the song that sounds nothing like the rest of the song and that portion that 11 second stretch was actually repeated again and again and again in a song called They Know by Shawty Lowe for three minutes long so they took an 11 second sample and then literally just looped it for three minutes and that became a hit. When you think about something like that it's not even that foreign of a concept I would play the two songs and instead I'm gonna put them in the description below just because you know YouTube with these copyright strikes I ain't trying to get one and I'll make sure I provide the time stamp below as well so you can easily see where they match up but let's play some other songs that were legitimate hits in their time. That song only had six unique words in it the entire song and when we talk about format and why it happened it's gonna be a glaring insight for you to understand by tiktok is gonna be a huge part of this moment in a way that some people don't understand but here's another song that only has about 15 unique words in it. Here's another song with only a few sentences and here's another song with only a few sentences now while I use so many examples well just to show the range if you're already able to have songs that only have a few words in it again and again and they become hits or songs that have the same beat over and over and again and they become beats or you have songs that only have like two or three sentences in the whole song and all these things have become hits in their own way it's not so bizarre when you think about it that way to have a short song especially when you think about the capability for it to just be looped just like the marshmallow and Roddy Rich Project Dreams track and as a reminder you can see links to any of the videos or just music that I'm referencing in the description below but let's get back to tiktok. Suco the Child fast now some people actually know the song some people don't realize they've heard the song but trust me there's a good chance that you might have heard the song so but let me go ahead and play the snippet fast 400 on the dash 55 bills but 50 footage now I played a real short snippet of stepping at the beginning of this video because it took off on tiktok and fast did the same thing and this is where it gets interesting though because if you go to the youtube video that's where you can listen to the full track versus just you know being on tiktok look in the comments and you'll see something pretty interesting these nuts from area 51 said at six seconds tiktok has entered the chat and at 22 seconds tiktok has left the chat now that's about 16 seconds when that adds up but even somebody named Vaby VAC said maybe 20 seconds actually so that takes it down to 14 seconds either way it goes you can see we're straddling this 15 seconds that I'm talking about so what exactly does that allude to what does it mean well the big point that I made in my original video is musically first and foremost because musically was the thing back then it wasn't tiktok but you get it they're the same thing at this point and on musically people be listening to this content right I might take a song let's just say fast existed back then and then I'm listening to multiple people take the exact same loops from the song and then also dance to that song for the most part because either I'm a content creator I'm trying to jump in so I'm gonna take that same 15 seconds or I'm the listener and I'm just watching all these different pieces of content but I'm not necessarily going back to the same song so to clarify the impact of that and what that actually looks like let's think about the platform tiktok who's taking the challenge method right and they basically put that on crack it's exploded it's a far greater version than we've seen on any other app at the time I'm recording this video the music video for fads has four million views now if we go to Spotify we can see that there's 31 million streams of it and I'm sure it's around that number as well somewhere on Apple that's a lot of plays people for it to have blown up on that platform because for y'all who don't know so go to child did use tiktok to blow this song up but at the end of the day if you go back to tiktok you see three million ninety seven thousand forty four post on fast what does that mean that's not streams right that's not plays that's unique videos that was created on this so you're talking about four million views on the music video versus three million different videos no telling how many individual plays each video collectively got in this category but what we can do is just scroll and look at a few of them this one video on fast got 2.4 million streams this other one 1.7 million 1.6 million we're already clearly above the amount of plays for the music video 1.3 million 1.2 million 1.2 1.2 1.1 right now just 70 that like we're slowly getting down there right but it's going to take a while and we have three million of these videos so I guarantee you that these videos add up to over 31 million streams so let's stop and think about a few things one you will have a lot of people who hear this and then they go find it in other places because they're like yo I really like this song and then some of those views on the music video in the streams on Spotify they're coming from completely outside of tiktok people that hadn't seen it on tiktok so there's a huge portion on tiktok that only saw the videos posted on the platform and this is really going to lead to this second huge impact that tiktok is going to have that I'll mention at the end of the video but for now focusing on this you have to realize this means that a lot of people only know the intro basically they only know a hook to the song basically even further an article on the ringer calm called memes are the new pop stars how tiktok became the future of the music industry has a quote by a guy named Jack who's worked at companies like Pandora and United Masters and he said YouTube created a class of five minute content I'm curious if tiktok will create the 15 or 60 second song and then that journalist writes the era of the tiktok single is upon us and why are they saying this well one of the biggest arguments that I stated on why I see the 15 second song as a real thing and a real possibility is because it's all about formatting they mentioned YouTube just because of the amount of time that it allowed of content to be posted but then at the end of the day when people were playing around with the amount of time that actually creates an effective video on YouTube at a specific era it was around five minutes right and it's all about what the actual platform allows tiktok does allow for 60 second content which is why the person in the quote said the 15 or 60 second song but 13 to 15 seconds is where you see the most viral posts consistently on tiktok and that's important to consider so when we're thinking about content and format restrictions particularly around the success right where people are finding that people are going to mimic the areas and things that give them success on specific platforms and the limitations of whatever the success formula is is how people will adjust to once the content creators adjust to it then you have the consumers who become adjusted as well because they are consuming that consistently somebody who's born in 1980 or 1990 something they might not be completely adjusted to listen to really short music into them it sounds absurd but then you have somebody else coming up that is used to that format they hear a lot of the content and consume these bite-sized pieces so it's not that bad of a concept and to truly solidify how it's not just whatever we want to create what we think sounds good and more about the restrictions that force us to do things differently if we still want to find the same success let's revisit the old song that i mentioned earlier in this video fly robin fly now remember the thing that was so unique about this was the fact that it only had six unique words in the entire song we can count it out on the screen but what's more interesting is when you find out why they had only six unique words in the song so here's the truth the group who sang that song's name is silver convention silver convention is a west german euro disco recording act right the group is not from america in english is not their native language so when actually writing a song that they wanted to become a hit they knew they couldn't just create an entire song in german that would become a hit over in the us if they could that would be really really hard so let's just opt for creating a song in english however if the entire song was too intricate and unique it was going to be far too many words for them to remember personally so they needed to make it super simple and something that they could easily remember and perform over and over again the restrictions that they faced in this case not knowing english well enough to really be able to remember it forced them to create a different type of hit it just so happens making it super simple for themselves made it super simple for everybody else to remember right and now you can think about other people who don't know english and those other languages now they can know the whole song because you're only saying six words so before we get into how tiktok is secretly warping genres and music in ways that people do not realize i got a question if you sing something right if you dance to a piece of content if you remember it and then you hum it over and over again what's the difference is that not a song does that not qualify or do we have to go by what somebody else's definition is of a song is i'd argue that this is why getting again from generation to generation we're always arguing what's real music and what's not real music we're trying to define something undefinable so what's to say that 15 seconds isn't a song now i do understand that there's a large amount of people that waits for a larger group of people or some sort of perceived authority to acknowledge something before they can see that it's happening but ignoring the fact that this thing is happening right now this really isn't a future thing it's truly happening already in its own way not being able to do this just because it hasn't been acknowledged in media there's no clear data for this it's the same thing as waiting till 2016-17 where people were like yo hip-hop is the number one genre just because streaming allowed for people to truly measure its impact even though it had already been number one for like 15 20 years people who pay attention see this when it's happening and they understand it early on it's usually the big corporations right in the larger media that wait to understand these things because they're at the top which leads back to exposing tiktok's influence on music and again here's another quote from the ringer article and you'll be able to find a link to that article in the description below but a 16 year old girl said this who's using tiktok heavily but she actually has this instagram page that has compilations of tiktok but anyway the quote said i didn't really listen to rap before i got really invested into tiktok but i've been listening to a lot more starter rap which i have no idea what starter rap is because of it the thing to really think about and hone in on from this particular quote is the fact that the reason she wasn't listening to hip-hop or rap was because you know that just wasn't what she was into i guess right or that wasn't her environment she didn't perceive it as something for her maybe she didn't even like it she felt like no that's not from me based on the surface level perception of what's going on in hip-hop however once she got on tiktok right hip-hop is that genre that so much of the music is borrowing from so with that being said she's looking at all this content these 15-second snippets again and again and i'm being entertained through dance and these other types of content that are happening on the platform but the backdrop of this content is the music and a lot of this music happens to be rap that slowly builds familiarity it becomes a gateway into the genre itself and that's something that people who want to even bring more influence into a certain genre should keep in mind if you want to bring more influence into a genre then you need to hone in on platforms like this and get let's say your entire genre you can get all he all together if i'm in lo-fi or just some kind of weird nondescript type genre and then get those people to run campaigns and become familiar with people or get people to become familiar with you through other forms of content because now once they've warmed up right once they're primed to understand and and just like snippets of you the next step is an entire song that goes for an individual artist that goes for a genre at whole and it goes for so many other variations of what you're trying to introduce people to this is where it starts because at the end of the day the truth is people always say things like i'm not going to listen to certain type of music i don't listen to this i don't do this but at the end of the day it's not words but behavior that determines the actual result so when you even think about the fact that you know there's some people who are like man i would never do this i would never do that or when somebody got beat up and then one of the homies or somebody else who's watching on watching the video man i would have never took that i wouldn't do that if i was them but then the truth is they probably would have at the end of the day what a lot of people do not know is humans love to reject themselves into situations and inform you of how they would act but humans are also very poor at judging how they would act in particular situations i know i know you might be special you might be different but just generally speaking this is the truth people poorly predict and incorrectly overestimate the action of the masses based on their own opinion but then equally they underestimate how much their actions will be affected by the behavior of the masses in short people's conscious projections of who they are often disagrees with their subconscious which has far greater impact on their actual action and it might have something to do with the fact that a lot of times people often talk and know more about who they want to be versus who they actually are this is why marketing and branding works on people again and again and again this is why politicians sway people's opinions again and again and again because when it comes to media masses and just content in general a lot of things begin to happen whether we like it or not whether we know it or disagree with it or not and it's not a matter of opinion though the 15 second song is here and if you think about it there's probably a song that you know that you only know 15 seconds of even before tiktok you probably grew up just knowing a certain part of certain songs you never knew the whole song right in your head that song is already a 15 second hit yes there's a complete version out there but the part that's known the part that has the greatest impact in reach is only 15 seconds and as always this video is brought to you by brandmannetwork.com because I signed myself we help artists develop their brand and build their fan base so if you like this video go ahead like button if you like it you might as well share it and if you're not subscribe you know what to do hit that subscribe button