Ryan Welton

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Ryan’s Playlist No. 4: How ‘The Git Up’ became a TikTok challenge + Houses, Bleachers, Aldous Harding, Mitski & Local Natives

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I’m way behind on my blog playlists, and I’m not sure if that’s because of my schedule or because of a lack of good music I’m hearing. Maybe I’m out rhythm with it all; I didn’t think it would be a big deal to knock out one of these per month.

Goodness knows I ‘Shazam’ everything.

As I reviewed each of my songs for the month and started down that YouTube rabbit hole, I realized the theme of this month’s playlist was about what a golden age of pop we’re in. There’s more music than ever, and it appears there’s more opportunity for everybody thanks to social media. Take Blanco Brown and his hit, “The Git Up.” I should note that I’m not making the argument that this song is brilliant music.

It is, however, out-of-this-world brilliant marketing.

Brown had already made a name for himself as a producer, but he astutely leveraged the growing popularity of social app TikTok to make a hit for himself. “The Git Up” is one part hip-hop, two or three parts country and all parts catchy af. Thanks to The Git-Up Challenge, it’s one of the songs of the summer for 2019, peaking at No. 14 on the Billboard Hot 100 a couple weeks ago.

The point behind ‘The Git Up’ is to put a smile on people’s faces, Brown said, and that’s how the TikTok challenge was born — to spread that vibe. Its success is where worthy music meets a social, cultural moment, and as a marketer, I’m extraordinarily envious. One of the things we’re taught in digital marketing is to be a first-mover on emerging platforms just in case it takes off, and it’s clear that TikTok is legit.

Here’s a video highlight of some of these challenges in action:

The other trend I’m noticing is one part music and one part persona. It’s widely thought that pop singer Billie Eilish is going to dominate the 2020 Grammys. I recall hearing her “Bury A Friend” on the BBC early this year and thought it was extraordinary. I couldn’t figure out if it was just weird or brilliant.

I’m not sure I know the answer, but she has really taken off with her No. 1 hit, “Bad Guy.”

With the hits out of the way, here are some songs you might *not* know that have caught my ear over the past six weeks!

Aldous Harding, “The Barrel”

This has kind of a Dido vibe. Harding is a New Zealand singer-songwriter, and this tune is from 2019.

 

Local Natives, “When Am I Gonna Lose You?”

This L.A. band got Kate Mara to star in their video for this tune. Great harmony, even better video. TBH, I kept expecting her to get pushed underneath a train.

 

Saint Motel, “Move” (2016)

They had me at news. The video is on a news set. It made me get up and “move.”

 

Mitski, “Nobody” (2018)

Born in Japan but living in New York, Mitski reminds me a little of Kate Bush with maybe a hint of Laura Nyro? The more I hear this, the more I think it’s a masterpiece in emotional dissonance. The lyrics are so sad but the music is so opposite.

 

Houses, “Fast Talk”

Powered by Chicagoan Dexter Tortoriello, “Fast Talk” is hypnotic in its sound and thoughtful in its lyrics:

So maybe heaven is a ghetto with no bad blocks
Shangri-La dealers at the bus stops, and
Maybe God is just a Cop that we can fast talk

I particularly love the lyric, “Maybe karma’s just another word for bad luck.”

 

And then sometimes you stumble upon a masterpiece. Bleachers is a band, a group, really the work of a guy named Jack Antonoff. He’s apparently in the band, “Fun,” also. I don’t know. I get all this from Wikipedia; who’s with me?

The song is called, “I Wanna Get Better,” and it’s from 2014. It’s catchy. But like “Fast Talk,” above, the lyrics are uber-powerful:

Hey, I hear the voice of a preacher from the back room
Calling my name and I follow just to find you
I trace the faith to a broken down television and put on the weather
And I’ve trained myself to give up on the past ’cause
I frozen time between hearses and caskets
Lost control when I panicked at the acid test

And then this from the chorus:

I didn’t know I was lonely ’til I saw your face
I wanna get better, better, better, better,
I wanna get better
I didn’t know I was broken ’til I wanted to change
I wanna get better, better, better, better,
I wanna get better

And the video is fantastic.

 

Anyhoo, I rambled on about ‘The Git Up’ and TikTok because the digital marketing part of it gets me all giddy — but I also gave you a handful of great songs you might not have heard of. If any of them strikes your ear or eyes, brain or heart, let me know in the comments!

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