Making a Meme II "Old Town Road"


On February 15, 2019, a 20-year-old Massachusetts man heard a song on Twitter, ripped it from Soundcloud, and made it the soundtrack to a 15-second TikTok video of his transformation into a cowboy. This wardrobe change would quickly become one of the most impactful trends in Internet history, propelling the song to the top of the Global Viral charts and clearing its path to #1 on the Billboard Hot 100 where it would sit for a record 19 weeks.

In this episode, we sit down with "Old Town Road" patient zero, Michael Pelchat (@nicemichael), to hear his story and seek advice on how to position songs for TikTok success.


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Making a Meme “The Git Up”

On May 10th, brothers Ajani Huff, 18, and Davonte House, 20, shot a 15-second dance video beside a lake near Syracuse, NY. They hatched plans to "make it trend" in pursuit of their larger goal of becoming “TikTok famous.” Ten weeks later, their dance has been recreated more than 2 million times and has positioned Blanco Brown’s “The Git Up” among the top 20 songs in the world. Below is our conversation, recorded July 11th during a roadtrip from Los Angeles to Anaheim where they were attending their first VidCon. In this interview they reveal how they decide what sounds to use on TikTok, what motivated them to start the #gitupchallenge, and how it came to be the second most successful TikTok meme of all time. I hope you find their perspective useful and can put this information to good use when designing your next TikTok campaign. - Max


TikTok is a DSP

Three songs are currently in the top 15 on Spotify’s US Viral 50 chart solely because of TikTok. They combined for 140,000 equivalents last week. I know a 19-year-old who joined the app in October and already has over 4 million fans. She has funneled scores of them into a 400,000-follower Instagram account and is being flown around the world for modeling and acting opportunities.

Below I explain why it’s actually self-serving for TikTok, owned by the largest internet startup in the world, to be handing out entertainment careers in this fashion and how, for a limited time, your artists can leverage TikTok’s goals to achieve their own.

Despite runaway growth in 2016 and 2017, had an image problem: it was for young kids. Their unprecedentedly youthful community kept advertisers on the sidelines and, as a result, profitability out of reach. After Bytedance paid a billion for the company in November of 2017, it set in motion an ambitious plan to shed this legacy stigma, attract older users, and put the app in contention with the largest social media networks in the world.

The Lip Sink
Their first move was to deprioritize lip-sync videos. Although this popular content style had been the cornerstone of’s success, it was also responsible for attracting their too-youthful user base. Instead, promised to promote creative challenges, memes, and comedy videos, all considered more appealing to the coveted millennial audience.

Hide Yo’ Kids
You were originally able to filter videos by “popular” and “recent,” but these simple, indiscriminate features meant anyone’s face -- even those of the app’s youngest users -- would often appear at the top of high-trafficked feeds. So, in early 2018, Bytedance developers replaced those search options with a single, algorithmic ranking filter called “trending” which only displayed approved content from older users. The young faces disappeared overnight and gained control of its brand identity for the first time.

Make Every Second Count
In August 2018, Bytedance announced that would adopt the established brand name, TikTok, and versatile slogan, “Make Every Second Count,” of its popular Asian sister app. What was once a lip-syncing app for 9-year-olds became an age-inclusive, multifaceted communication tool with built-in license agreements for every song in the world. A thorough image overhaul ensued to spread this new brand message via A-list influencers, top tier publicity, and ubiquitous advertising. By fall, the transformation was feeling very real.

For You
Not unlike Instagram’s “Explore” or YouTube’s “Suggested,” TikTok’s personalized A.I. feed, “For You,” is the first thing that hundreds of millions of users see everyday when they open the app. The more you use this feed, the better it understands what you want to see and the better it understands what you want to see, the more you use this feed. This powerful feedback loop gives TikTok’s editorial staff the ability to make certain songs viral and certain users famous. The question is, why would they want to do that?

In this interview (must watch 10:10 to 13:30),’s original co-founder, Alex Zhu, uses a brilliant analogy to explain the function of this editorial superpower:

“Building a community is very similar to running a the beginning you have to build a centralized economy [where] the majority of wealth is distributed to a small percentage of people and then these people become role models...and then [a lot] of people come to your country [in search of upward mobility].”

In other words, by weaving editorial influence into the “For You” algorithm, TikTok can make specific types of people famous in order to attract millions more just like them. Having started from scratch,’s only option was to centralize the “wealth” among a core group of talented early adopters in their tweens. But thanks to Bytedance’s masterful legwork over the last 18 months, TikTok has more control over the demographics.

TikTok’s long-term viability depends on its near-term success in delivering multi-million person fanbases to talented, hardworking, Western artists in their late teens and 20’s. If you’re reading this, you probably know someone who would be a good fit.

Note, however, if your artists wait until TikTok feels safe or is more pervasive in their social circles, the opportunity will be gone. By then the editorial staff won’t need any more “role models” and we will be left chasing engagement, as is currently the case on Instagram, YouTube, Spotify, et al.

One of the greatest fan engagement opportunities in history is going on right now. Millennial artists should embrace TikTok as they do any other top-tier social media tool and you, as their representative, must cultivate front office allies at the company, post-haste. It’s time to treat TikTok like a DSP.

- Max

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Stationhead, the next big thing

Wouldn't this business be easier if we could just access other people’s devices and directly control what music they stream? With Stationhead, now you can.

Stationhead is a mobile community of personal radio stations. Users add songs to their stations, which play in constant rotation 24 hours a day, while followers, fans, and friends tune in and out at their leisure. The music itself is fetched from the streaming provider that each user must connect with at sign-up, meaning every song heard through Stationhead registers a paid stream on Spotify Premium or Apple Music (more platforms have been promised). Open the mic to add commentary between songs (called “going ON”) and invite listeners ON the broadcast to conduct interviews or take requests. The most valuable feature, the BITE button, allows listeners to add the song they’re hearing into rotation on their own station with just one click. 

Still in private beta, Stationhead’s daily active user base isn’t yet a disruptive threat, but when the medium catches on the music industry will experience a massive decentralization of power.

I was only minutes into witnessing my first live Stationhead demo when a listener typed something very important into the chat feed: “play Highly Suspect’s my name is human!” I was puzzled. Did this guy just ask permission to hear a song he could easily stream himself? As the presenter placed the song into the queue, I had a flashback to being twelve years old, jammed in the back of my mom’s royal blue Cavalier coupe. The Ace of Base tape was in the center console, of course, but somehow “The Sign” made my sister and I way more excited when it came on the radio.

I’ve been a part of over 100 Stationhead broadcasts since that afternoon last November, and each one has been littered with educated adults asking permission to hear music that is otherwise two taps away. Why? Because it’s thrilling to experience music together. Couple the concurrent chat feed with guest commentary capabilities and you have a totally immersive, social listening experience. More than just a streaming app, Stationhead uses music to feed our fundamental human need for connectedness. I believe the world needs technology that delivers this at scale.

We are undeniably in the midst of an audio renaissance. Screen fatigue is real and the market for visual content is beyond oversaturated. That’s why talented podcasters are being rewarded today and why entertaining Stationhead broadcasters will be tomorrow. Stationhead is the Facebook Live of podcasting: it’s snackable and unapologetically raw with virtually no barriers to entry. Throw in fully licensed access to every song in the universe and power users will flock. What’s more, these celebrity creators will bring their existing fan bases for free, making Stationhead’s growth virtually costless.

Imagine a live-streaming video platform -- let’s call it “PrimeCast” -- that requires every user to connect through Amazon Prime. When a consumer product appears on camera it is automatically ordered by every viewer present (Earth to Bezos...genius idea alert!). It wouldn’t take long for every professional creator under the sun to realize the commercial power of being “PrimeCast famous.” Stationhead is that exact concept, only for music: friends and fans come to be entertained by you, but every time you play a song it registers a paid stream on the listener’s premium streaming account. Play 10 songs for 100,000 listeners and you will generate 1,000,000 paid streams. To think, if each of the 4,000,000+ views on my Instagram skit with Supreme Patty had resulted in a paid stream of Famous Dex’s “Pick It Up,” it would have meant bookoo bucks. Stationhead is making that outcome possible, which is why influential people are joining the community every week in search of the tremendous power that will come with being “Stationhead famous.”

When individuals like you and me are programing independent “radio” stations with million-plus audiences, playlisting and promotion will be fully democratized and the major label business model will be severely disintermediated. Artists will self-release through networks of independent Stationhead gatekeepers and the best songs will become the subjects of widely publicized “BITE button success stories.”, all on their own. Unless, of course, major labels figure out how to build the largest Stationhead stations for themselves (hint, hint).

Stay tuned for station-building best practices, or come ON one of my weekly broadcasts and see for yourself. I’ll have the airhorn ready.

- Max

DISCLOSURE: I am an investor in Stationhead.

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Subscribe for free updates: Is Deprioritizing Music is deprioritizing music. Next Wave, FIRSTLISTEN, and artist hashtag contests have all been discontinued. They don’t even feature music lip-sync posts anymore. 

As you might expect, this has made marketing music on the platform more difficult. But the technical features that make the greatest promotional opportunity in the history of the music industry are still intact. As long as you understand how these changes affect muser behavior, you can run winning marketing campaigns on the platform for at least another five months.

Despite a massive effort to ensure that our music is properly licensed, labeled, and tracked, musers have always been able to upload bootleg audio clips (“original sounds”) directly to the platform. Ironically, now with 60 million monthly active users creating over 12 million musicallys per day, the app's new attitude toward music has led unlicensed, untrackable “original sounds” to be more than twice as popular as official audios (study inset). 


Since your goal is to inspire the most remakes of your artist’s song, regardless of how it wound up on, don't be afraid to run your campaign on an “original sound” that has been ingested by a popular tastemaker. 

This strategy comes at a perceived cost since “original sounds” don’t carry the artist name or track title. Instead, they appear as “original sound - musername.” In my experience, however, the loss of name recognition has been far outpaced by the increased volume of remakes.


Moreover, when fans take an extra step to discover the name of the song (looking back to the original post, shazaming with a separate device, or googling the lyrics), they take ownership of the discovery function and are more likely to become true champions of the music off-platform.

Remember, the community is like a middle school where trends go in and out of style very quickly. Remusing officially ingested audio from an emerging artist is becoming akin to wearing your backpack on both shoulders when I was in 8th grade (~'94). The kids just aren’t doing it. With a close eye on new trends you'll be able to find success marketing on through the least.

- Max

Jacob Sartorius made his live television debut on TRL // MTV

The Social Media Platform That Has Gen Z Obsessed // WSJ // Lefsetz Letter

Brands are using influencers on to reach teens // DIGIDAY

How YouTube Entrepreneurs In Their 20s Are Disrupting Traditional Record Labels // Forbes

How Instagram Became The Music Industry’s Secret Weapon // Fast Company Launches Major Update to Video App, Which May Help Broaden Its Audience // Variety

Digital Creator Brat Unveils Fall Slate of High School-Set Shows // Variety

Who's the Tech Copycat Now? // Bloomberg

The Digital Agency Redefining How Major Labels Market Artists // Forbes Is a Great Place to Discover New Music, Even If You're Not a Teenager // W Magazine

Beyond the lip-sync: pushes into professionally produced shows // DIGIDAY

These Teens Are Making Thousands a Month With Karaoke App // Money

‘A dicey situation’: Snapchat gives influencers the cold shoulder // DIGIDAY and Spinnin' Records to launch new TV show on // Music Week

The 25 Most Influential People on the Internet // Time

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"Famous" Is The New "Popular"

No amount of "reach" can guarantee a successful campaign. Eyeballs are a gateway to engagement, but achieving real results “off-platform” requires the community at-large to remuse your sound (slang for making a musically with a sound discovered in-feed) on their own terms. To accomplish this your song must appeal to the one innate desire of every muser: to get “famous.” 
If you’re wondering how a 13-year-old gets “famous for lip-syncing,” you’re missing the point. “Famous” is just the new “popular.” Every pre-teen on the planet wants to be more popular in school. It’s human nature. If rocking the hottest Thrasher Mag hoodie or flashing the smoothest fidget spinner makes you cafeteria cool, then those products are going to sell. Think of the community just like middle school, but songs are the hot trends and enrollment is 200 million.
It’s easy for musers to earn cred by posting a popular artist’s latest track. But a 15-second clip from a lesser known artist will only trend on if remusing it will make musers more popular. Here are a few examples of emerging artists who have broken out on by appealing to the community’s insatiable desire for more followers.

Track: Kent Jones - Don’t Mind
Case: #dontmindchallenge is the easiest dance challenge in the history of the Internet. Everyone could do it, and in early 2016 everyone did. It became a prerequisite for popular.
Example: [CLICK HERE]
Take away: Do your lyrics tell a story? What simple hand motions or choreography can help musers go beyond lip-syncing to stand out?


Track: Black Coast - Trndsttr (Lucian remix)
Case: In late 2015, musers were using this track’s staccato beat to invent and perfect new hand-held filming techniques. Mastering a new filming style remains one of the best ways to stand out, get featured, and become “famous.”
Example: [CLICK HERE]
Take away: Stay current on the platform and consider how your song can become the anthem for a new style, trend or challenge. Search #transitioner and #highkickchallenge for more inspiration.

Track: Zay Hillfigerrr - Juju on That Beat
Case: This hook gave tens of millions of tweens something they’ve wanted for a long time: an excuse to embrace Atlanta street dance culture. If you could “hit-dem-folks” in “FAST” mode by Fall 2016, you were a legend. So the kids stayed up all night practicing in the mirror.
Example: [CLICK HERE]
Take away: How can your song open doors to an intriguing subculture or underground trend?

Track: Olivia O’brien - hate u love u
Reason: Kids are emotional, too. This track’s message taps into the community’s desire to express sensitivity in a fun way without feeling vulnerable.
Example: [CLICK HERE]
Take away: isn’t all pop and hip-hop. Musers are often the most expressive with powerful ballads which, in some cases, provide greater upside.

Impressions alone are not enough. Your sounds must reach “the audience of your audience”[1] in order to break out off-platform. If your campaign isn’t designed to inspire remusing then it’s a broadcasting exercise that drastically under-utilizes the power of the platform. Position your song to help the community get “famous” and your artists will too!

- Max

[1] Hit Makers - Derek Thompson, I highly recommend this book.

The Teenage Life, Streamed Live and for Profit // NY Times, Apple Music Ink New Partnership, With More to Come // Billboard

Gen Z Power List: Meet the Brands, Platforms and Creators That Teens Love / ADWEEK

From Musers To Money: Inside Video App's Coming Of Age // Forbes Talking With Viacom, NBC for Original Shows // Bloomberg

Time Inc’s INSTANT Brand Launches A ‘TRL’ Analogue For’s // Tubefilter

Fashion publications team with to cater to younger readers // DIGIDAY

Black Teens Are Breaking The Internet And Seeing None Of The Profits // The Fader

How Teen Craze Got Too Big for Pop to Ignore // Rolling Stone

How to use, the app with 150 million users that teens are obsessed with // Business Insider

Jacob Sartorius is poised to take over the world thanks to // Chicago Tribune

An Open Letter To Emerging Artists

Dear Artist,

I have good news: “social media stardom” is a myth. It doesn’t exist. The term was invented by digital immigrants like me to cope with boring 9-to-5 jobs while the younger generation built dream careers out of mom and dad’s bedroom. There’s already a word for people who launch successful careers after building large followings online. They’re called “celebrities.”

Right now there are teens, with no musical training, self-releasing hit singles to huge audiences on and making $100,000 per night on tour. It’s time to stop dismissing them as second-rate “social media stars” and to start embracing their methods as your clearest path to commercial success.

Maybe you cheered the death of Vine as validation of your decision not to embrace new social media platforms. If so, listen up: is not Vine. has the luxury of hindsight. They know the hazards that brought down the 6-second goliath. They understand, for instance, that their top users are more powerful than the app itself, which is why they prioritize the personal growth and happiness of their community above all else. They recognize that lip-sync culture isn’t going to last forever and that building new communication tools within the app is the only way to stay relevant.

Chinese companies are renowned for replicating the successes of their competitors. Shanghai-based, with 140 million users and a $100,000,000 war chest, is doing just that. Their livestreaming app,, is already challenging YouNow. This month, released its own Snapchat/Instagram Stories clone called Channels, complete with face filters and 24-hour expiring uploads. And they’re just getting started, according to founder Alex Zhu:

“You either can become a huge general platform like Instagram or Snapchat, or die. There’s nowhere in between. I believe can become a general social network.” -- Source: Bloomberg 

Soon, all of your communication tools will be available on one app, where your largest, most passionate pool of potential fans are. So here’s my advice: shed the limiting beliefs of my jealous generation and embrace so-called “social media stardom” as a legitimate pathway to celebrity status; find the latest platform with the most users and convert them to fans; be confident, daring, and first. The opportunity right now is on

- Max

The Chinese Music App That Wants to Be The Next Facebook // Bloomberg's Teenage Revolution: How the Trend-Setting Lip-Sync App Is Changing the Music Industry // Billboard

The Influencers // 60 Minutes Live-Streaming Stars Are Earning Thousands of Dollars From Adoring Fans // Variety

How Maria Shabalin, a Star, Spends Her Sundays // NY Times

This lip-syncing app for teens is making money hand over fist // Business Insider

Corporate Tastemaking: The end of Vine and rise of // The Daily Cardinal

Lip-synch battling: what's it like to spend 24 hours on // The Guardian


" Is Dying Out."

On Monday night I was told that, “ is dying out.” This despite a $100 million fundraise, a user base that has doubled to 120 million since July, engagement that clears 10 million videos per day, and partnerships with every label under the sun. Armed with these data points and dozens of personal anecdotes, I wanted to lash out in defense of the amazing app on which I’ve built a fun and fulfilling business. But I was intimidated. The prediction was made by someone far wiser, experienced, and insightful than I: a 15-year-old boy with 7 million fans. “It feels like the biggest musers are posting less these days,” he said.

It’s important to take stock in the gut reaction of one of the platform’s earliest and most influential musers. If he’s right -- and the lip-sync bubble indeed has a leak -- we should still have 6-12 months to capitalize on this unprecedented opportunity to promote music. 

Lucky for us, just launched it’s largest and most organized effort to influence mainstream culture. They’re going to start actively breaking bands. 

Project Next Wave is a monthly promotional program that will introduce emerging artists to musers. Its aim is simple: “find the next hit song on”


Here’s How It Works

  • Artists, labels, and managers submit their tracks using this form

  • picks 15 finalists each month to feature prominently in a new section of the app’s song catalog.

  • The track with the most engagement after one week receives an insane amount of free promotion.


Note: Finalists are required to leverage their social media influence to promote the app. If an artist has limited reach, then industry partners (label, publisher, friends etc.) can agree to promote as well, which will help your chances of making the cut.

Song selection will also be an important factor. Remember, not all songs are right for the audience and your latest release might not be best for this program.

Hit me up if you need help navigating this exciting opportunity. I can share the full deck with you if you haven’t seen it. Good luck!


P.s. Lots of interesting articles this time, but VICE's is a must-read: is Changing Music Marketing // VICE


The App Half of Teens Are Using That You’ve Never Even Heard Of // New York Post It’s About Marketing Opportunities, Not Endless Monetization // Ad Exchanger

Pittsburgh Steelers Are First Professional Franchise To Join // Sport Techie, The Craze Turning Pop Fans Into Stars // The Guardian

Who’s Too Young for an App? Tests the Limits // New York Times

Podcast: The Next Teenage Star Machine // New York Times Star Baby Ariel Signs With CAA // Billboard

Watch Your Mouth!

The most important decision of your marketing campaign is which section of your song to make available on the app. This was true when I wrote about it in June, and it’s true now. As the rights holder, you have control over which 15-second clip appears in the catalog, so don't settle for what you see on the app if it's not right.

The goal of your campaign is to maximize the number of kids, typically aged 9 to 15, who film themselves lip-syncing your song. Sex, drugs, violence, and profanity may sell in the music marketplace at large, but because of’s demographics they can hurt your performance on the platform. Keeping it clean is the best practice to maximize engagement and reach. 

Two weeks ago, for example, I got a call from a teenager: “Max, did you know this song has the word n-i-*-*-*-*?” Yes, she spelled it out. She was one of four massively influential users who, citing language that made them uncomfortable, declined to post this particular song.

It wasn’t only power users concerned with their personal image who thought twice. In the comment sections of the musicals that were posted I found hundreds of young fans requesting the clean version of the song so they could re-muse the track on their accounts. The language had crossed their line and millions of impressions were lost. 

I will admit there are outliers. One of the most successful clips on, “Broccoli (feat. Lil Yachty)” by D.R.A.M., contains profanity, an n-bomb, and the glorification of the Columbine tragedy [watch here]. has definitely contributed to the song’s global success, but it is the exception to the rule. Catering to’s youngest users is our recommendation for maximizing engagement.

To be clear, this is in no way a call for self-censorship as it relates to songwriting and music. This is feedback from the front lines. Explicit content has been a non-starter for portions of the platform’s user base and lip-syncing a racial epithet can feel like committing a hate crime. Trust your judgement and default to clean versions where possible. Let me know if there's an issue with your clip and I'll show you how to make it right.

- Max


The Harlem Shake On Crack users are the most engaged followers in social media history. When asked the right way -- by the right influencers -- they champion your music with unprecedented passion and reach. 

Every influencer post has room for one “call-to-action,” and though it’s tempting to use it to boost off-platform activity -- to drive sales, streams, and video views -- I don’t recommend that approach.

Why? Because has redefined viral success. It’s the Harlem Shake on crack. Every Musical of your track, posted by a Muser with 1 fan or 1,000,000 fans, is capable of spawning thousands more in a matter of minutes. Influencers can drive their fans to your iTunes, Spotify, and YouTube pages if we ask them to, but the conversions will be short-lived. Focusing influencer energy on helping you generate more Musicals, however, will fuel your growth within the app and maximize your chance of going viral. The velocity of engagement with your music on the app will determine how many sales, streams, and views your campaign yields. Increasing on-platform activity increases off-platform activity.

Your campaign’s call-to-action is an important decision, so make it count. Send an email to and I’ll show you how. 


90 Million Tweens, A Free App, One Goal: FAME // ELLE

Facebook to Pay Internet Stars for Live Video // Wall Street Journal

Could A Lip-syncing App Revive the Dying Music Industry? // Huck

Why Millions of Tweens Are Using // Gary Vaynerchuck

We will break this track on

I heard it for the first time on Saturday. I have no idea who’s on the team or if there even is one. But I’m going to find out and make this track big on

How long has the track been out? Is it being pitched to radio? iTunes? Spotify? Is there press behind it? I don’t know and don’t care, because it doesn’t matter on What matters is the music, and this track is perfect.

Exclusivity, premieres, and release dates aren’t currency on this platform. The decision-makers on will never ask about press coverage, tour dates, or spin counts because they are 15 years old. They just want the best songs for their dances and lip-syncs.

My point is, the track you select for your campaign doesn’t necessarily need to be the one you’re pitching everywhere else. Know your audience. Pick the song that’s best for the platform even if the street date’s in the rear view. Jason Derulo, the single biggest champion of the platform, used “Ridin Solo” in the #shareacoke campaign and that song has been out for 6 years!

If you’re an emerging artist, the name of the game is awareness. A huge splash on will lead to new fans who will find your Facebook page and Spotify profile. The track that maximizes your campaign’s success is the one that speaks best to the platform’s users, the almighty Musers.

Below is a playlist of songs that have had big moments on without coordinated traditional or new media efforts. What’s your big moment track? Email me and let's work it together.

- Max

Should Your Artists Be on Shimmur?

In the early days of a platform’s growth, free media is everywhere and the room isn’t too packed. Early adopters with strong off-platform followings are rewarded with promotional perks and partnerships that benefit both artist and app. is a prime example, but there are others. Shimmur, an LA-based startup, turns social media engagement on its head to help influencers build loyal, engaged audiences. The app has grown rapidly since its December launch due in large part to relationships with emerging stars. Below is an interview with Shimmur co-founders Charlie Buffin, Max Levine, and Matthew Peltier. Feel free to reach out for more information on how this platform can help your artists. - Max

Q: Explain Shimmur in one sentence
A: Shimmur makes it easier for celebrities and influencers to interact with their fans.

Q: What do you do differently?
A: On other social media platforms, the influencer creates the content for the fans. We are the exact opposite. On Shimmur, the fans create the content in the form of questions, stories, pictures...or whatever they’d like the influencer to see. The rest of the community (referred to as a “Tribe”) upvotes or downvotes those posts and the most popular content gets a notice, like, or response from the influencer for all to see.

Q: What’s an example?
A: Max and Harvey Mills, two big influencers on our platform, recently gave personal advice to a young fan tormented by bullies. This was a valuable exchange for both sides, and might have never occurred on another platform.

Q: Where did you get the idea?
A: We were working with and managing young Vine stars a couple years ago, including Brent Rivera and Sammy Wilk. They were generating thousands of Twitter mentions, DMs, and comments but could only interact with a handful each day. That’s when we realized the importance of simplifying influencer-to-fan communication.

Q: Why is it working?
A: We’re tapping into the fundamental human desire for attention from our idols and scaling it in a way that has never been done. Rising musician Sammy Wilk, for instance, interacts with 300 fans per month on Twitter. On Shimmur, he’s able to engage with 13,000 fans in the same amount of time. 60 seconds on Shimmur is equivalent to 45-60 minutes on another platform. We’re saving influencers time and giving fans unprecedented access to their favorite personalities. 

Q: How has helped you grow?
A: Engagement on is already astronomical but the community is still relatively untapped. We were early to recognize this passionate user base and became the first platform to indirectly onboard influencers.

Q: Your users seem way more valuable than just an average follower on other platforms. Is that true?
A: Exactly! You’ve heard of the “80/20 rule" - 20% of your audience accounts for 80% of your revenue. Shimmur users are the 20%.

Q: Do you have a plan to monetize?
A: Definitely. We're implementing features that will allow influencers to monetize directly through their most loyal fans.  We’ll also be testing out brand partnerships and user subscription models over the coming months. 

Q: So artists can sell tickets and/or merch directly to fans from within the platform?
A: Yes, down the line artists will have a direct way to sell essentially anything to their fans, including tickets and merch. 

Q: That’s huge! Congratulations! And thank you very much. 
A: Our pleasure.

Q: Is there anything else you’d like us to know?
A: Making this app as special as possible relies on openness and collaboration, so if you'd like to connect, feel free to reach out at Lastly, you can download Shimmur in the iTunes App Store and follow us on socials @shimmur (@shimmurapp on Instagram) to stay up-to-date with our progress! 


Young Performers Look to Apps for Stardom // New York Times Signs Its First Major Label Deal with Warner Music // Billboard

Keeping Up With the Jameses

It’s not about the Heat or the Cavs, it’s about LeBron. Jerseys sell because of the name on the back, not the name on the front, and fans go where celebrities are. It’s the same in social media, where there’s a digital arms race to keep power users on platforms. bolstered its warchest on Friday with the release of, a livestream app that connects directly to your account. Prior to, Musers struggled to advertise their YouNow livestreams, which resulted in weaker engagement than on-platform content typically generates. By enabling its LeBron Jameses to push livestream broadcast notifications directly to existing followers, made a powerful, strategic move to stay ahead of the game.

‘Livestreaming’ has reached buzzword status because authenticity is everything now. We’re talking “no filter” on steroids: No editing. No retakes. Just what’s real. This has led to an unprecedented windfall for creators. Social media celebs are making tens of thousands of dollars per month on YouNow livestreams. Virtual gifts -- such as tips and fan mail -- and in-app purchases like split-screen chats are all the rage. Fans are paying to get intimate with social celebs, on demand.

Money isn’t changing hands on yet but co-founder Alex Zhu is encouraging monetization. He sees virtual gifting as a power user retainment strategy.

"Stickiness depends on monetization opportunities, either indirect or direct. As long as you have engagement you can lead some traffic to something else and the indirect monetization works. Direct is something we’re working on right now, like with a gift system: big fans can send gifts, which is one of many possibilities. Influencers spend a lot of time creating for the app, so in the end we want to make sure that we are giving something back to them." Source: Forbes

Social media stars are all free agents. There’s no franchise tag for apps. But with 500,000 downloads in the four days since its release, has significantly limited the threat of losing its LeBrons to a shiny new platform. Loyalty from top Musers means longevity for and its power to promote your artists. All the more reason to pay attention.’s New Live Streaming App Gets Close To 500k Installs In Four Days May Be the Spoiler in Livestream Race with Launch of is evolving faster than expected

No social media platform impacts the music industry more than Users (known as “musers”) don’t just share your content, they star in it. They choreograph, direct, and film a music video on an artist’s behalf, then blast it out to a captive audience eager to do the same. With amateur musers boasting audiences of 500,000+ and fetching north of 100,000 likes per post, it has never been easier to market music on the Internet.

Can Buick take 500k people for a test drive in a weekend? Can Oreo put the “Fruity Crisp” in half a million lunchboxes on the last day of school? No. But if you’re in the music business, that level of engagement is achievable on You just need to know how to generate it.

Wale, for example, caught lightning in a bottle last week with the #moonwalkchallenge. Over 500,000 teenagers* made videos for his new single, “My PYT,” in two days. Those weren’t one-click retweets or double-tap hearts, they were short films recorded by discrete individuals designed to entertain. Do you think any of them bought or streamed the full track over the weekend? I know I did.

Thus far, the Derulos, Trainors, and Grandes of the world have enjoyed the benefit of swapping celebrity tweets for direct exposure. Their contests have been featured, hashtags made to trend, and notifications pushed to countless users. The artists get hundreds of millions of impressions, sees a spike in downloads, and everyone wins! But's $100 million Series A round ought to be closed by now and the company is seeing more national media coverage than the Curry 2’s. Soon, won't need your Top 40 traffic trades anymore.

Enter the influencer marketing campaign. 

Whether you’re charting at radio or dropping your first single, a well executed strategy is your most valuable digital marketing tool. Our clients reached 20 million fans on last weekend, generating over 1.5 million likes and 10,000 comments. influencers are an important part of your music marketing strategy and ROI is proving worthwhile. Feel free to reach out for more info and catch up on some notable coverage below to better understand the opportunity.

*researched estimate

The Secret Behind the App // CNBC

The Origin and Future Of America's Hottest New App // Forbes

Demi Lovato Surprises Winner of 'GMA's' Challenge // ABC News

Video Social Network Quickly Capturing The Tween And Teen Markets // Inc. campaign best practices

There's a big opportunity right now to break your artists on Here's what you need to know to run a successful marketing campaign on the platform.

The snippet

The most important decision you'll make is selecting which 15-second segment to use. Lip syncs are the most popular style of performance on the app so your snippet must feature identifiable lyrics with prominent nouns and verbs. Any hooks or drops that you can fit in are a bonus. Watch this video for inspiration from some of the most successful track snippets to date.

Note: Despite the massive user base, uploading snippets properly remains a challenge on There are various steps required to ensure that (1) your title appears correctly (2) your song is searchable from the "Discover" section and (3) the correct artwork is displayed. Send us a note and we'll help you get set up.


The audience is in school during the week, so start your campaign on Thursday or Friday to maximize exposure over the weekend. We'll update you on changes once school gets out for summer, but stick to weekends for now.

Artist participation

Get your artist on the app with a complete profile, just as you would for Twitter or Instagram. Create a video announcing the campaign and post it to Twitter with an @musicallyapp mention.  This not only builds awareness for the campaign but alerts the editors to your launch, which will dramatically increase your chances of getting "featured" on the app's homepage (the main objective).  Reference these Flo Rida and Meghan Trainor announcements as examples, but steer clear of disingenuous catastrophes like this one from Adam Lambert. Kick off your campaign with a series of artist-generated musicals featuring your track and the designated hashtag. Watch the tutorial videos below for a crash course. Pro tip: always use FAST mode.

The narrative

A simple narrative will dramatically improve the velocity of engagement around your campaign. Build the campaign around a central trend that fans can be a part of. The easiest way is to create a challenge.  Desiigner's #pandachallenge and Kent Jones' #dontmindchallenge are great examples.  What's your narrative?


Fans (called "musers") are on to feel significant and become famous, so do your part. Help the best user-generated musicals of your track get discovered by reposting them to Twitter, Facebook and Instagram. Mention the muser whenever possible and always reply to comments.


It's perfectly acceptable to enlist influencers to kickstart and amplify your campaign.  Experienced influencers will even run their own contests that encourage fans to take part in your challenge for a chance to win a BFF or Duet. What's a BFF or Duet? How do you engage with influencers? That's where we come in.  Click below to get in touch and we'll show you how.

What you need to know about

Music blogs are dead. No one cares what I have to say. Streaming playlists will eventually prevail, but growth is slow at Spotify and Apple is dividing the community. So who’s winning music discovery right now? The answer is China.

Shanghai based startup,, is the biggest player in music discovery, despite none of their 70 million “musers” being on the app to find new music.  They just want to be entertained and become famous, and that’s why it works.

In a timely piece last Friday, Business Insider quoted an investor calling "the next MTV".  I disagree.  MTV is corporate and bureaucratic., on the other hand, is genuinely democratic.  Fifteen-year-old girls decide what gets played on  Yes, the Daisy Fuentes of is an ordinary tween from Tallahassee. She doesn't have shareholders, a board of directors or a program manager, just 10 million fans who spend 3 hours a day watching every move.

Like GaryVee (from whom I first heard about says, you gotta “day-trade attention”.  Right now attention is cheap on, and the payoff is massive.

If you want millions of teenagers to have an emotional connection to your artists then contact me here.  Also sign up for the Muuseletter where I keep you informed on what music marketing strategies convert on and beyond. And if you're wondering how to get the modern Daisy Fuentes to play your music on “the next MTV”, then you're in the right place.  I can show you how.

- Max

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