TikTok has an uncanny ability to plant seemingly innocuous sound bites in the deepest corners of your brain. While this may cause undue irritation in some cases (see: countless “Berries and Cream” remixes), it has led many a TikToker to their new favorite song. By the very nature of the algorithm, it seems as if a new release goes viral every week, if not more often. The app’s latest collective obsession? “Season of sticks” by NoahKhan.
Shortly after the song’s official release, before I even heard the original version, versions by TikTok users @mariannebl and @moiraandclair appeared on my “For You” page in immediate succession. I was mesmerized by the haunting tone and lyrical devastation, from lyrics like “And I’m terrified of the weather ’cause I see you when it rains” to “So I’ll dream every night of some version of you that I may not have but didn’t lose. Immediately, I dropped everything.” (read: my pointless scrolling) to find the original on Spotify It’s essentially the only song I’ve heard since – Kahan’s comments on TikTok suggest I’m far from alone, though many fans had to impatiently wait for the song complete.
“This song has done more for me than therapy,” one commenter wrote.
“My soul has been infested with this song for the last year,” said another who was lucky enough to hear it at a concert.
“I had never heard this song before this video but I went to listen to it right away and now it’s my favorite song,” said another.
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Kahan first teased the song in October 2020. That clip garnered over 75,000 likes, but it wasn’t until July 8, 2022, after a brief period of successful “guerrilla marketing,” that it was released. released the full version.
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Nearly a week later and still putting up crazy numbers on TikTok, the songwriter reflected on his release and the impact it has had on listeners (and, in turn, them on him). He revealed that he almost deleted the original clip right after uploading it in 2020, but his fears that the track would get the exposure it deserves were to no avail; It broke the top 50 on Spotify’s US chart, and even Maisie Peters and violinist Philip Bowen are among the many who have fawned over the song, putting their own spin on it.
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Admittedly, not everyone has this kind of luck when it comes to getting their music off the ground, as there are artists who loathe the idea of marketing on TikTok (remember when Halsey’s record label reportedly refused to let them release their next single until they had a virality). video?), but it can be a powerful tool for lesser-known artists.
The addictive quality of TikTok leads to an almost unintentional subliminal message as creator after creator uses a song as background music or puts their own spin on it through stripped-down versions or harmonized duets. From nonsensical raps to total hits and folk songs, TikTok can get future hits in front of an audience that might not otherwise get a chance to hear them, building anticipation for new releases from unknown artists and sending them soaring up the Spotify charts. .
Recently leah kate “10 things I hate about you” and Maddie Zahm “You Might Not Like Her” was performed in a similar fashion, but like clockwork, another hit emerges. My roommate and I even have a playlist full of the TikTok tracks we’ve hyperfixed on over the last year, playing them repeatedly until it seems like we’ve never heard another song in our lives.
“Stick Season” sits proudly at the top, but we’re still eager to see what comes next.
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Source: parade.com