Viral Success for Niche Music: How TikTok Worked for Windborne

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How does niche music reach millions on TikTok? In this discussion from 2022's DIY Musician Conference, CD Baby's Chris Robley spoke with Jeremy Carter-Gordon of the vocal group Windborne.

Not only have Windborne's videos gone massively viral, but the group grew their TikTok audience while staying true to how they want to perform and represent their music.

In other words: Windborne didn't work for TikTok. TikTok worked for them. And in this session, we break down the story, the strategy, and their editing and caption tricks. We also analyze fun example videos along the way!

Topics include:

00:00 An “unlikely” TikTok music success
02:39 TikTok’s growth phase is a limited opportunity
04:26 TikTok algorithm versus friend-based recommendation
07:02 Windborne’s first viral TikTok video
08:47 “The TikTok algorithm IS your audience”
11:32 Early TikTok efforts got mixed results
13:31 TikTok posting schedule: “feast or famine”
15:22 The Sea Shanty collab with Colbert & Michael Bublé
17:01 TikTok trends (duets & memes) versus intimacy
18:44 The meta-narrative in TikTok captions
21:11 Recycling TikTok videos for more reach
23:48 Tour promotion using TikTok geotargeting
26:53 TikTok tricks to drive repeat views & comments
29:49 People want to learn something on TikTok
30:54 Share your songwriting or recording process
32:38 Telling TikTok who your video is for
35:40 Taking viewers behind-the-scenes
39:45 The use of suspense in TikTok
41:36 Having a TikTok gimmick
45:35 They can’t all go viral
47:35 Not going viral is good too
54:44 Q&A
56:19 Monetizing TikTok Engagement
58:46 How long should TikTok videos be?
01:00:32 How many views makes a “viral” video?
01:01:33 Sound quality: live versus pre-recorded
01:05:21 Learning TikTok’s editing tools
01:06:58 You don’t need a TikTok following to get attention
01:08:00 Uploading original sounds
01:09:49 How many videos do you have to post before one goes viral?

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