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Part of TikTok’s power also stems from the way it makes room for users to fiddle with songs and upload their versions of popular sounds, changing the stakes of fan engagement. Steven Pardo, digital marketing director at Secretly Group, believes that “in a video platform that prioritizes catching attention immediately, being able to get the impact of the lyrics across more quickly is advantageous.” On top of that, “dancers love the chipmunk versions” of songs, according to Kuya Magik, a producer and DJ with more than 11 million TikTok followers. But its hit-making power was negligible compared to TikTok’s sped-up song ecosystem. Cook, who went on to work with pop stars ( Charli XCX, Madonna).

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Nightcore eventually filtered into the PC Music scene, which spawned artists like SOPHIE and A.G. The genre known as nightcore, which also centers on music that’s sped up and pitched up, was popular long before the debut of TikTok.

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It’s easy to survey TikTok or scan streaming charts and conclude that songs which zip along at a breakneck pace are popular on the app. TikTok Pays Artists 'Almost Nothing' in Music Royalties – And the Industry is Losing Patience Happily for him, “the industry is catching up now.”

“These remixes have been a thing for a while,” adds 20-year-old Tristan Olsen ( xxtristanxo on TikTok), who has amassed more than 3 million followers on the app with videos of him playing tempo-shifted edits, usually in a red-lit room, while sporting dark sunglasses. Instead of spending $50,000 for a remix from a big-name DJ, you’re spending relatively minimal amounts and getting much more return and reach.” Now people are discovering the main version from the sped-up or slowed one. “The purpose was to bring back visibility to the main version. “Back in the day, we used club remixes to diversify the visibility of a record,” explains Nima Nasseri, global head of A&R strategy for Universal Music Group’s music strategy and tactics team. “Sped up songs are becoming insanely popular,” says Tyler Blatchley, co-founder of the label Black 17 Media, which has producers working on pell-mell renditions of many major-label tracks. This style now appears to be on the verge of reaching a new level of mainstream exposure. Sped-up versions of songs, especially older ones, have thrived on TikTok for years - Cafuné’s “Tek It,” Demi Lovato‘s “Cool for the Summer,” Ellie Goulding‘s “Lights,” Sam Smith‘s “I’m Not the Only One,” and Nelly Furtado‘s “Say It Right,” for example, all enjoyed streaming bumps thanks to the success of uptempo reworks.

We’re really blessed that this one’s still going.” “I’ve seen trends happen and they’re gone in 72 hours. “Sped-up tracks feel like a thing, but I was not expecting it to happen to Thundercat,” says Josh Berman, who leads marketing efforts for the artist’s management company, Really Happening.

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The single cracked Billboard‘s Hot R&B Songs chart in October, a first for Thundercat as a lead artist. (Thundercat is signed to Brainfeeder, which is distributed by Ninja Tune.) The company sent an official sped-up rendition of “Them Changes” to streaming services and worked with marketing companies to increase the new version’s exposure on TikTok. “By the next Monday, we had already seen the streams double,” says Will Slattery, vp of North American marketing operations for the independent label Ninja Tune. This new version was a world away from the slow-and-low original - at 114 beats per minute, it’s like a train threatening to jump the tracks. 22, the TikTok account Ezzsounds posted a simple remix of the track, pushing the tempo until the song catches the jitters. Thundercat‘s “Them Changes” is steeped in funk history, with drums that nod to The Isley Brothers‘ “Footsteps in the Dark,” stutter-stepping at 82 beats per minute, and a wobbling bass line.

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