Encanto, TikTok and the art of social storytelling: why music is not just for listening anymore
In this cross-posting from The Conversation, Kai Riemer, professor of information technology and organisation, University of Sydney and Sandra Peter, director, Sydney business insights, University of Sydney discuss what makes for good storytelling and how music has become creative material for social storytelling on TikTok.
We need to talk about Bruno. The theme song from Disney’s hit movie Encanto (We don’t talk about Bruno) has become the first song from an animated movie to top the US charts for multiple weeks. How did this come about? The answer is, once again, TikTok.
The short-video platform is again behind the creation of a hit song. TikTok is changing the music industry, how hits are made and how the platform opens a new way to discover new artists and new music.
At the heart of the phenomenon are viral challenges or trends, in which creators use short clips from a song that are re-used by thousands or millions of other users in their videos.
