Zebr: The App Creating Viral Hits

Beyoncé, Sam Smith, Doja Cat, Ed Sheeran, Billie Eilish and Dua Lipa all have a few things in common. Most of those things are outside the scope of this newsletter, so today, we’ll focus on just two of the commonalities. All of these artists have seen viral success on TikTok, and they’ve all gone viral with the help of Zebr. 

What is Zebr?

Zebr is an app that allows artists to send their music to influencers for use on social media, alongside a campaign brief and/or trend request. The influencers, who set their own prices for their content, can accept or decline submissions as they wish. They just have to make their decision within 48 hours. If artists want a little more control over their campaign’s timing, they can specify a date for the influencer to post their track, otherwise the influencer has seven days to post. 

The app also encourages some healthy competition between influencers with its Challenge feature which allows them to compete for the best engagement in return for prizes. 

The LF System Campaign

LF System’s 'Afraid To Feel', has become Zebr’s most talked about release to date. To extend the track’s reach and engagement, the campaign kicked off with a Zebr Challenge that asked influencers to share videos that followed these caption and content instructions: "What pills I'll be taking this summer... then cut to "hayfever tablets" and "What's on your mind... cut to party/fun scenes".

The Zebr challenge helped create more than 200 posts, and grew content views by more than 22 million.

After the videos picked up considerable engagement, the Zebr team cherry-picked more creators to share more posts following the trend.
‘Afraid To Feel’ spent multiple weeks atop the UK charts and its audio has been used in more than 235,000 TikTok videos.

This is just one of the many viral trends facilitated by Zebr and its innovative model. As artists continue to strive for viral success, apps like these are revolutionising the relationship between social media and music. 

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