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Behind The Single: Thundercat – “Them Changes”

Viral hits emerge frequently on TikTok, and when they do, that’s when the work really starts for marketing teams. We talked to Will Slattery, VP of North American Marketing Operations at Ninja Tune, whose team worked behind the scenes to maximise the success of Thundercat’s viral track “Them Changes” – spawned by a TikTok user’s sped-up version.