How TikTok became key to Taylor Swift and Harry Styles’ concert success

Since live music returned after a long pause due to the pandemic, we have started to see subtle changes in concerts, especially those aimed at young audiences. Everyone has the same goal: generate viral moments for TikTok.

It seems like today The muse of every staging is the algorithm of this platform. A clear example is Rosalía, who in her last tour created a performance with a white background and a selfie camera. Specifically designed to be recorded vertically and be ideal for short video social networking.

And when a recital goes viral on TikTok, even for just a moment, users begin going to shows with the mission of creating content for the platform. Capture that moment that will have millions of views. And not necessarily because they are dedicated to it. It has become a certain symbol of social status.

With small actions, which seem 100% organic, artists indirectly encourage their audiences to make videos which will explode on social networks. The focus is no longer entirely on the musical. There is one element that matters most to achieving success: going viral on TikTok.

Harry Styles, during his tour Love on tour, at one point in the show he started reading the posters that people were carrying with them. But I always looked for the most comical or touching one. That means, the one who would create the viral moment.

This certainly expanded his fame. All the young people felt the need to be part of that event that they saw so much on TikTok. And the tour played nearly 180 shows, raising more than $6.5 million.

Taylor Swift’s Ace: Live Broadcasts

Taylor Swift has always been successful, but it is undeniable that she has significantly increased her popularity since her tour began. The Turn of the Ages. There are many factors that can explain his rise, but there is one very particular one that is rarely talked about, and which has too much impact.

From the first show there was a lot of anticipation among the fans. Being a career-spanning concert, everyone wanted to find out what Swift would do next. But this illusion grew when it became known that the pop star changes two songs from her repertoire every evening and no longer repeats them. THE rapid They christened them as “the surprise songs.”

Considering this scenario, a fan who was in the audience had a great idea: broadcast it live on TikTok. So, everything rapid around the world they could know, in real time, what was the surprise song with which Taylor surprised the audience every night.

Automatically, millions of people began joining these broadcasts (which are not of excellent quality, but fulfill their informative function). Today there are already hundreds of TikTok and Instagram accounts created exclusively to track show broadcasts.

There are even people who follow her around the world just to make these videos on TikTok. The majority, of their own free will and fanaticism. But some lucky ones do it for work.

Chris Olsen: the influencer who captures viral moments

When Taylor Swift arrived in Argentina, her fans were in for a surprise. Among the audience was Chris Olsen, a well-known American TikToker who has more than 12 million followers. And so he was for all three dates.

At first no one had fully understood the reason for his presence, because he had never been linked to the singer. For his part, Olsen declared on his social media that it was Taylor herself who invited him to the shows in our country.

Quickly, those who see the big picture have it all figured out: Chis was there to create viral moments. The TikToker has been busy uploading all the memorable moments from the show to his social networks, including the surprise songs.

And, coincidentally, he did the same thing at several Harry Styles fashion shows. He was even the same influencer who popularized the trend of posters at the British singer’s shows. At the time he made us believe that it was something comical that he had created for his networks. Today, with Monday’s paper, it is more than evident that everything was settled.

And he did exactly the same with Meghan Trainor, an artist who never seemed to quite hit it until Chris started managing her networks. They began to show themselves as best friends and to create trends on the platform. Thus, the popularity of the singer’s songs finally skyrocketed.

During this week, Taylor Swift is in Tokyo. And Olsen is back in the audience, in the perfect location to capture it all.. In fact, he was the first to upload a video of the artist greeting his audience in Japanese. “Ignore my scream, Taylor is speaking in Japanese,” the influencer wrote to accompany the clip, which, In less than 24 hours it already has almost 3 million views.