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A Look Into Being A Successful TikTok Producer

This article is more than 3 years old.

In his coronavirus-escape bedroom in rural North Carolina, rapper and producer Julian Xtra wrote a song about shoes. And though songs about shoes — a la Nelly’s Air Force Ones —have their own canon under hip-hop, Julian did not write a song in homage to his own sense of style. Julian wrote the song for DSW’s “Too Many Shoes” TikTok campaign. He wrote the song with his friend DEVMO, who also provided vocals, and before they knew it, their song was picked up by influencers and reached 4 billion views. Even Jennifer Lopez, who partners with DSW, joined in. 

“I didn’t know something I made in my bedroom studio in North Carolina could go that far,” Julian said. 

With decreased touring revenue and COVID-19’s myriad other effects on the music industry, the pressure for creatives to diversify revenue streams is even more acute. Many musicians and producers, like Julian, have funneled their creative talents to TikTok brand partnerships in order to stay afloat. Many third-party agencies have popped up, which put artists like Julian in contact with brands looking to enter the space. 

Artists have created advertisement campaigns for social media platforms for years, but TikTok provides new opportunities. This is largely due to TikTok’s algorithm, which doesn’t rely on chronology or metrics like follower count. A user’s feed is determined by individual engagement, and posts are recommended due to their content, not necessarily their creators. That makes it possible for content from any account to gain popularity.

Julian referred to the algorithm as a meritocracy, serving the best content. Organic traffic will occur, only if the post invites interest and engagement. “This form of marketing is super effective, because it allows for creative engagement, and feels much less contrived,” he says. And since the app is relatively new, there are fewer guidelines for sponsored content than on platforms like Facebook and Instagram, meaning payment negotiations remain between brands and content creators. This has particularly benefitted artists — brands seeking to advertise on the app need creative brains to break into the space. 

And TikTok’s video content lends well to hip-hop songs, which often contain byte-sized production moments that listeners enjoy, over and over. Since TikTok’s algorithm takes into account the sounds users like, the app promotes auditory memes. This puts the self-taught production talents of rappers like Julian in high demand. They know what kind of sound will draw a crowd, and draw kids into a brand. 

After the DSW campaign, Julian produced a song with Mel Senese for Bliss Cosmetics called “This Is Bliss," which acquired over 3 billion TikTok views. These successes convinced Julian to continue pursuing brand partnerships for extra cash. His portfolio is already diverse — he’s opened for artists like Post Malone, Migos, Lil’ Yachty and Young Thug, produces and runs a vegan supplement line — but the pandemic affects musicians so pervasively that every source of employment helps. Julian referred to TikTok’s new ad revenue space as a “godsend for artists.” And the possibility for revenue is no joke. The Street estimates that top TikTok influencers can earn between $20,000 and $50,000 per-post. 

But ultimately, TikTok producing is a side-hustle, merely a way for artists to support the creative work they’re passionate about. Julian plans to keep his TikTok success separate from his rap career — the brand partnerships will go on his resume, but not his personal page. “The money I earn will allow me to push that money back into my personal brand,” Julian says. “Since I have something to say in my music, these brands are allowing me to push my message and music forward.”

The extra economic comfort has already given him the necessary space to create. On Nov. 5, Julian is slated to release new music, which deals with hip-hop’s inability to escape the current social and political moment. The music came from the same North Carolina quarantine bedroom, but interests Julian more than shoes.

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