About this episode
Griffin Haddrill is the co-founder and CEO of the leading viral marketing agency, VRTCL. Alongside business partner Sean Young, VRTCL was founded in 2019 providing marketing services for some of today’s most popular artists and record labels such as Universal Music, Warner Records, Sony Music, showing them how to best utilize TikTok and execute campaigns to optimize records performance and brand activity among its global user base. Prior to VRTCL, Haddrill was a talent manager, signing songwriters and producers who worked with the likes of Karol G, Kevinho, Travis Porter, Riff Raff, among others. Haddrill also represented world-class DJs such as ATLiens and Tisoki who perform at major global music festivals, including Coachella, Electric Daisy Carnival, and Bonnaroo. In this episode, Griffin breaks down how Glass Animals, Adele, Justin Bieber, Lil Nas X, and The Weeknd leveraged TikTok to crack the Billboard 100 with their new songs. He also discusses the importance of indie musicians embracing TikTok, VRTCL’s approach to getting TikTok trends to catch, and how to get your music to go viral on the platform. 02:43 VRTCL's charting songs on Billboard 06:27 Influencers and viral marketing 09:23 Where VRTCL comes in 10:27 Working with Glass Animals 12:28 Business relationship with influencers 16:37 Influencers within VRTCL's network and rates 20:09 Micro vs. macro influencers 21:51 User generated content (UGC) 23:18 TikTok's hook 25:49 Choreographic trends 29:10 Working with Labels vs. Management vs. Artists 31:00 How to inspire artists to embrace TikTok 35:11 How to get your music to go viral 38:23 Audio recognition, unauthorized "original sound" remixes and DSPs 44:32 Tech vs. music's intellectual property 46:41 Marketing investment and bridging success 48:59 Booking agents and touring artists 52:36 Geo-targeting vs. Ads 53:26 Tips for artist getting started on TikTok 55:45 Final question Subscribe to The New Music Business: https://aristake.com/nmb Ari's Take Academy (use code NMB for 10% off): https://aristakeacademy.com Watch more discussions like this: https://www.youtube.com/playlist?list=PLc1Fatf4celK3kYoJ6FUdN7qtYSCvAAMY Connect with Ari’s Take: Website: https://aristake.com Academy: https://aristakeacademy.com Instagram: https://www.instagram.com/aristake_/ TikTok: https://www.tiktok.com/@aris.take Twitter: https://twitter.com/ArisTake YouTube: https://www.youtube.com/user/aristake1 Facebook: https://www.facebook.com/aristake/ Connect with Ari Herstand: Website: https://ariherstand.com Instagram: https://instagram.com/ariherstand Twitter: https://twitter.com/ariherstand YouTube: https://youtube.com/ariherstand Facebook: https://facebook.com/ariherstand Connect with Griffin Haddrill: Website: http://vrtcl.video/ LinkedIn: https://www.linkedin.com/in/griffin-haddrill-a2a3a6101 Business Insider: https://www.businessinsider.com/tiktok-music-marketers-explain-pay-rates-for-influencer-campaigns-2020-12 Hosted on Acast. See acast.com/privacy for more information.