While it is impossible to predict what content will go viral, it speaks to a growing trend among younger consumers for autonomy over content choice and discovery. If anything encapsulates the influence TikTok can exert on music and content discovery, it is this. Once streams spiked, this increased by 11x-15x, to a high point of $22K. Put into financial terms, if the value of the average stream on Spotify is $0.0043 and the average for Apple Music is $0.0073 and, for the sake of argument, envisioning the global streams as being 65% Spotify and 35% Apple, VIP+ estimated that this would mean the baseline streams of “Karma” were netting around $1,400 a week in revenue. 24, 2022 - all for a song that was four years old and wasn’t even a single from the album it was on. That resulted in the song being RIAA-certified gold on Aug. Once the song reached a viral threshold and drove up global streams, LVRN/Interscope Records re-released “Karma” as “Karma (Sped Up)”, which saw weekly global streams quickly hit the 2 million mark, peaking at 4.1 million. This changed after TikTok users created a sped-up version of the song, which began to feature in a range of different videos on the platform. A great case study of this comes from R&B artist Summer Walker’s song “Karma,” which was originally released in 2018 as part of her first album “Last Day of Summer.” For the first half of 2022, “Karma” had a baseline weekly global stream level ranging from 250K-300K.
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