Competitive Edge - Sports & Entertainment Marketing News

How TikTok Turned Into a Viral Popstar Factory


In just two months, TikTok managed to turn Nathan Evans, an unknown singer-songwriter, into a viral star with a record deal and a list of UK tour dates.

“It happened quickly. It’s surreal – I’m still waiting to wake up,” says 26-year-old Evans, who started the TikTok sea shanty trend of early 2021. “Someone left a comment under one of my TikToks back in July, of a different sea shanty, asking me to do ‘Wellerman’. It was about four days after I posted it that it passed 1 million views. I never expected it to take off.”

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Discussion Questions:

  1. What is publicity?
  2. How does social media help to generate publicity?
  3. How does TikTok help emerging artists generate publicity?
  4. How might publicity help an emerging artist to get noticed?
  5. How many views do you think it takes before a record label might take notice of an emerging artist?
  6. How might social media help the career of those artists even after they sign a record deal?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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