Coldplay and the TikTok phenomenon, the perfect combo for success

Social networks -above all TikTok- have become the perfect channel for marketing, also in music. Either to release a new song or to promote a world tour. It has been evident lately in the release of new songs by Rosalía, Lola Índigo, Quevedo or Bizarrap, who have promoted their future ‘hits’ even before they come to light -most of them going viral before their publication-; and the ‘tour’ of Coldplaywhich has landed this Wednesday in Barcelona.

The videos of the British band became very popular when the group was in Latin America, so who was not amazed by the tide of lights that were changing colors to the rhythm of the famous ‘hits’ of Chris Martin’s group? It was to be expected that many fell into the advertising “trap” and, even without knowing the singer’s name, they will enter the Coldplay universe by buying tickets nine months in advance to be able to recreate the famous videos and have them on your profile on social networks.

“One more Coldplay video on Tiktok and possibly I bought 259 tickets to go to 259 concerts”; “another Coldplay concert video and I uninstall Tiktok”; “I always say it, but it seems to me the biggest audiovisual show currently in a concert”, are some of the comments that can be read on Twitter. The social network has already begun to show ‘non-stop’ the videos of the band’s concerts in Portugal, and now it is doing so – and will do so – with those in Barcelona. So those who haven’t gone will ‘also’ see the concert on the screen.

immortalized moments

In the first concert in Barcelona -of the four that he will do in total- Coldplay already created moments that have been immortalized and viralized on social networks. For a start, Chris Martin was surprised by a young woman who climbed on his father’s shoulders [un pilar de dos, básico de ‘castells’]and the singer stopped the song ‘Yellow’ to comment: “It’s the best thing we’ve ever seen in concert.”

The video took minutes to share on social networks. And, in response to Chris Martin’s reaction, several ‘human towers’ accounts have commented that if they were surprised with one person on top of another, take a look at the other pillars that are traditionally made in Catalonia.

Other key moments that have marked the concert on the networks have been the appearance of the Gipsy Kings with their ‘Bamboléo‘, the requests for marriage ‘in situ’ and -of course- the lights of the bracelets in their mythical songs.

But as in most of his concerts, Chris Martin made a reminder about the importance of attending Coldplay concerts: live in the moment and record the memory in memory, instead of recording it with a phone or camera. The singer stopped ‘Sky Full Of Stars’ shortly before the chorus to “annoy” those who had already started recording and took the opportunity for everyone to put away their phones and enjoy the experience.

@marianapugliese0 @Coldplay #coldplayconcert #coldplayenargentina #foryou ♬ som original – giih

more artists

Coldplay are not the only ones: the TikTok effect has also affected the monitoring of the world tours of other artists. she already passed with Harry Styleswhen his ‘As it Was’ went viral with his fans yelling at him “‘leave America’& rdquor; [véte de América]. She got to such a point that he himself would shut up on that particular sentence to listen in which country was the loudest shouted. In response, their non-American fans joined the competition.

Another example was the Beyonce concert in Dubai, when the artist rose several meters in ‘Drunk in Love’ and the video went viral in a matter of hours. That melody with Arabic features was added to the danger of rising several meters into the sky on a small platform, causing many to share the moment, surprised, on TikTok.

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Other great example is Taylor Swiftwho stars in several viral moments on social networks: Proposals at concertsiconic costume changes, sing for 4 hours in the raingiving gifts and bracelet exchanges with their fans, and even recreating a TikTok trend of their song ‘Bejeweled’ with the creator of the viral dance, even arguing with a security guard while singing ‘Bad Blood’.

No social media expectation and effect ‘call‘ to experience these moments first-hand would not exist, but neither would those who cannot attend these events be able to see (even through a screen) what the concerts of the great artists are like.