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Justin Bieber keeps trying to make “Yummy” go viral on TikTok—and it highlights how much music marketing has changed.

Feb 06 2020

Justin Bieber keeps trying to make “Yummy” go viral on TikTok—and it highlights how much music marketing has changed. The singer (who Gen Z and Millennials choose as one of the musicians that best represents their generation) continues to promote his song on the short-form video app, joining TikTok just in time for its release. While his partnership with Chipotle for the Super Bowl’s “TikTok Timeout” successfully reached 95 million people, some think his push on the new single is going overboard. The platform is known for its fun and weird videos organically making young artists like Lil Nas X go viral, and Bieber’s forced marketing highlights how the platform has quickly become a massive part of success in the music industry. (The Verge)