If you’ve been on social media within the past year, you have seen the many challenges that start trending. Your friends, coworkers, and family members all start sharing the same video and it shows up on your feed about 50 different times yet, you still manage to watch it because there’s always a new variation to the challenge.
Since the fall of 2016, people have been involved in a challenge and weren’t even fully aware of it.
It all started with the infamous mannequin challenge. In early October, a group of students from Edward E. White High School in Jacksonville, Florida decided to pose like mannequins in awkward poses while one person walked around them and filmed the entire outcome.
— Emili (@thvtmelanin_) October 26, 2016
Even though just about everyone has seen and/or participated in this challenge, nobody hopped onto the trend until one particular group popularized it with the help of one new marketing company.
Rae Sremmurd’s album, SremmLife 2, dropped in August of 2016 but only sold 27,000 copies compared to the 49,000 their previous album. However, in November, SremmLife 2 went from basically forgotten, to jumping 126 percent in album sales, and rising to #5 on the Billboard Hot 200 albums chart.
Rae Sremmurd was able to rise in the charts and popularize the mannequin challenge by teaming up with a company by the name of Pizzaslime.
In an interview with Pigeons and Planes, Pizzaslime owners Stoveman and Hobin, talked about how they teamed up with their friend Gunner Safron at Interscope records. Safron needed a marketing plan for the rap duo. They needed a nontraditional method to promote Sremmurd’s album and only had a month to do so.
Pizzaslime had seen the mannequin challenge gaining traction on Twitter and knew they should aim to use that for their marketing strategy. Sremmurd members Swae Lee and Slim Jxmmi decided to do the challenge that evening at their concert with all of the audience. Except, for their version they used their song Black Beatles as background music.
Once they posted the giant concert challenge online, the mannequin challenge took social media by storm. Black Beatles instantly became the most recognizable and most played song of the moment, and SremmLife 2 went from an album flop to the top.
Pizzaslime’s success with Rae Sremmurd prompted another Interscope partnership, but this time it was with Kodak Black.
Kodak Black released his song “Everything 1K” in June of 2016. However, the current most unpopular, popular, person on the internet, Danielle Bregoli, decided to put out a clothing line. During her clothing line photo shoot, the director needed Bergoli to bring more energy to the shots. In order to do bring that energy, they played one of her favorite songs, Everything 1K.
The song helped bring so much energy, they filmed a quick music video starring Bergoli. Her team sent that to Kodak Black’s team who decided to use that as an unofficial video for the time being.
Pizzaslime was part of that team that received the video. They put their name on the title credits and this is the first time we actually saw the company’s name on something.
Everything 1K instantly started jumping the charts eight months after the initial release date. The video has reached over 12 million views on YouTube and continues to rise.
Pizzaslime has capitalized on social media trends in order to promote artists, songs and albums. Songs that were basically nowhere on people’s radars, have become instant chart toppers.
It’s just a matter of time before other companies and record labels start incorporating similar tactics to get more sales.
What do you think about this new style of music marketing? Will it stick around or is it just a fad?