Behind The Single: ‘Them Changes’

Viral hits emerge frequently on TikTok, and when they do, that’s when the work really starts for marketing teams. In this video we explore Thundercat’s single ‘Them Changes’ and how his label Ninja Tune worked behind the scenes to maximise a viral moment spawned by a sped-up track, driving streams and creating deeper engagement with the artist.

What You Will Learn:

• Understand the phenomenon of ‘Them Changes’ on TikTok
• Explore the marketing team’s strategic response to ‘Them Changes’ virality 7 years after its release
• Discover the lessons the case study holds for music marketing