Meet TikTok’s latest music nepo baby: Stella Lefty. It’s no secret that TikTok is one of the biggest deciders of top artists now, with their own commissioned research showing “84% of songs that entered the Billboard Global 200 in 2024 had gone viral on TikTok first.” But while most think TikTok democratized the star-making process in music because anyone could be blessed by the algorithm, many experts in music and marketing say it’s really the opposite. Artists like Lefty—whose father is a billionaire—can afford teams of the best managers and marketers to follow the data of what performs well, rather than having to guess. Highly informed choices of which songs to release based on audience response are likely what drove her song “Boston” into becoming a No. 2 hit, not just luck. Though maybe it shouldn’t be surprising this is the track that worked, as the chorus so closely resembles an existing Noah Kahan hit that they had to add him as a co-writer retroactively. (Ad Age)
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