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Steering 'Messy' into music-focused content areas to encourage virality, hundreds of millions of Spotify streams and worldwide chart success ⚡️

Referenced as her "breakout song", 'Messy' brought Lola Young to worldwide success after becoming a viral hit on TikTok in 2024. It became a top 5 hit in both the UK and US after achieving millions of UGC on social media, and we got involved in October of 2024 to help push the TikTok sound (which at the time had 11,000 videos) to new heights! 🎢

Our Challenge feature is a wonderful way to flood activated sounds with lots of creative content!

 

Challenges; influencers get pay-outs at certain view check-points - this is what incentivises creators to only take part in challenges that they truly resonate with and can create great content for! We notice a 30-40% increase in amount of material with challenges due to gamification, which also protects the budget for strong engagement.

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TikTok

  • TikTok

Through multiple challenge phases, starting with lip-sync music-focused content and moving to amplifying the viral Sofia Richie dance, the sound rose to an incredible 1.3M+ videos

We achieved 250+ posts and 8.5M+ views to contribute to a rise of 1,312,963 videos on the TikTok sound 🚀

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Instagram Reels

  • Instagram

After the viral TikTok success, we brought our activation over to Instagram Reels, allowing creators to be more creative with the content after the sound started spiralling into broader styles 💫

Fashion, lip-sync and vibing to the song connected well to viewers, giving us a total of 60+ posts and 6M+ views, with a growth of 263,171 UGC 🔥

The results?

'Messy' spent multiple weeks at #3 in the UK and shot to #5 in the US, with a huge influence on streaming too - over 198 million Spotify streams 🎵

With a jump in streams to 9.1 million in a single week just two weeks after Sofia Richie's video going live on November 28th, the effect of TikTok on this song's success is undeniable!

The song then shot to #1 in the UK in January 2025, becoming Lola's first song to reach this spot! 📈

310+ creations

15M+views

1.5M+UGC

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