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.
Samantha Sissons, Maja Matacz, Mita De and Marie Clausen of Ninja Tune explain how a cryptic teaser campaign was used to get things rolling, why they had an intense singles release strategy leading into the album, and more…