It’s now the fastest-growing genre on TikTok with a 322% surge in popularity over the past year, writes Ray Uscata of global creative and digital agency Round.
in Miami earlier this month was the undeniable and unstoppable rise of Mexican music — a trend that’s being powered by the TikTok generation.
TikTok has evolved into a hub for music discovery for millions of fans worldwide, with many trending songs on the platform often ending up on theor Spotify Viral 50. According to Luminate, 67% of the app’s users are more likely to seek out songs on music streaming services after hearing them on TikTok.
Over the past 12 months alone, Mexican music has experienced more than 83 billion views on TikTok worldwide, with a third of these coming from the United States, according to hashtag research the team and I have conducted in-house at Round. The undeniable catalyst in this success story has been TikTok, where Pluma has gained over 30 billion views in just 12 months and inspired over 5 million creations on the platform. In April, four of Pluma’s tracks dominated the list of top trending Latin songs on the platform in the United States.
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