Mexico City.- Érika Buenfil, Thalía, No Te Va Gustar, Fleetwood Mac, Maribel Guardia, Natasha Bedingfield and A-Ha are some of the “mature” stars that have resurfaced on TikTok with a great second wind, since in addition to pleasing their captive audience They have positioned themselves before the young.
Gabriel Llano, director of musical operations in LATAM of the short video social network, explained that the phenomenon is due to opportunity, user taste and type of content, in addition to luck.
“We offer this opportunity so that all these artists of yesteryear, so to speak, have a new way of communicating. Before, they depended on basic communication channels, such as radio, press, television, and communication was one-way, with their news, his role was passive.
“Now, with TikTok, it is a two-way channel, where they obtain immediate information regarding what they generate,” Llano explained in an interview.
This has triggered a massive wave of discovery of artists or people who were not so popular with young audiences and who have repositioned themselves, with unusual visibility, as has happened with the actress Erika Buenfil and the singer Chayanne.
“It’s great that we can grow and have another type of audience. It’s an audience, it’s entertainment and, why not? It’s a new way of working. Age doesn’t matter, what matters is being creative and wanting to keep creating new things.
“Suddenly I received many requests for videos, for messages, for work that I did not see as mine, because I am an actress, and I am happy that there is another type of public in my life, because I am a lady, and a lady of soap operas, but also I love the ‘I’m the platform lady’ part,” Buenfil observed.
TikTok made Fleetwood Mac, a band whose greatest success dates from the 70s, go viral with a clip where a user uses “Dreams”.
The song “Venganza”, by the Uruguayan group No Te Va Gustar, was reproduced as a result of a clip contextualizing the Qatar 2022 Soccer World Cup.
No longer say Bacilos, whose song “Caraluna”, original from 2002, was one of the hits of the summer of last year within the “revivals”.
According to the study The Power of TikTok, almost half of people (47 percent) add to their favorites the piece that appears in the clip they see, and even follow the artist if they like it.
Gilberto Pedraza, a marketing specialist with experience at firms like Ocesa and Sony Music, pointed to veterans A-Ha, with “Take on Me,” and Matthew Wilder, with “Break My Stride,” as other examples of new “momentum.” with the platform.
CATAPULTATE
His “Unwritten” (2004), in 2021, was used for challenges, which increased his number of users, listeners and followers on Spotify, Twitter and Instagram.
Known as El Cholo Aliviando, he received a van from the group and awards from sponsors for making the viral video for “Dreams.”
The 94-year-old actress gained national attention for her recipes on TikTok, and already has more than 700,000 followers and four million views.
The soap opera actor registers almost two million followers and has caused a sensation for his funny, romantic and even advice clips.
With his song “Take on Me”, he has generated more than 100 thousand videos with different dynamics in the last two years and returned the group to the Billboard popularity charts.
Their fans boosted “Nothing Else Matters” and “Enter Sandman,” which led to the group doubling their following, from 1 million to 2 million, and garnering more than 600,000 likes for these clips.
He has made clips with friends and with retro scenes from soap operas, as well as nice comments and in 3 years he reached 2 million followers.
