"If a song gets big on Tiktok, it gets big no matter what"

Frida Jernspets is 19 years old and has 170,000 followers on Tiktok. She has worked as a Tiktok consultant for the record company Universal since the spring of 2020, and has previously helped other companies.

- If there is a song that we want to push on Tiktok, I will write a brief about how I think we should activate it in the best way. I select influencers who I think best fit the song and ask them to make a video, she says.

Tiktok promotes a certain kind of music, and that's not all that works.

- Some genres, such as rock, do not work at all. But otherwise it can be anything. New music from some trendy artists goes home, which is easy to dance to and which has a text that you can relate to.

But if a very popular Tiktokare uses the song, the chances of a hit are more than good.

- For example, Charlie D'Amalio, who is currently the biggest in the world at Tiktok with around 60 million followers, if you give a song to her, it is almost guaranteed that it will fly late, says Frida Jernspets.

In August, Universal Nordic's first Tiktokhus opens, where seven hand-picked Tiktokare can stay for two weeks at Hotel Hasselbacken in Stockholm, hang out with artists and create content.

Are there any disadvantages to having a large company go in and commercialize a social medium?

- There has been a debate lately, that Tiktok is becoming a platform for a lot of advertising, such as Instagram. But I still think it's good that the artists get a chance to be seen there if they might not otherwise have had their music discovered. We give people a chance to discover certain songs, says Frida Jernspets.