Origins of Budots: From Internet Café to Cultural Movement

Budots traces its origins back to the early 2000s in Davao City, Philippines. The genre was birthed in an internet café owned by Sherwin Calumpang Tuna, also known as DJ Love. Characterized by its fast-paced tempo, repetitive rhythms, and playful use of vocal samples, Budots quickly became synonymous with street dance culture in the Philippines.

DJ Love’s innovative approach to music production, using basic software and readily available sound samples, laid the foundation for what would become a unique and recognizable sound. The simplicity and accessibility of Budots music allowed it to spread rapidly, becoming a staple at local events, parties, and even political rallies.

The Dance Element: Freestyle and Informality

The dance moves associated with Budots are as eclectic and unstructured as the music itself. Rooted in freestyle, these movements include exaggerated body rolls, arm flailing, and hip shaking. Unlike more formalized dance genres, Budots dance is informal, often humorous, and entirely open to interpretation. This flexibility has made it particularly appealing to younger audiences, who relish the freedom to express themselves without the constraints of choreographed routines.

The Rise of Budots: A National and Global Sensation

Budots first gained widespread recognition in the Philippines during the mid-2010s, largely due to its adoption by political figures. In 2015, then-presidential candidate Rodrigo Duterte used Budots music and dance in his campaign, bringing the genre into the national spotlight. Similarly, in 2019, former actor and senator Ramon “Bong” Revilla used Budots in his senatorial campaign, further cementing its place in the Filipino mainstream.

TikTok and the Global Resurgence of Budots

The global popularity of TikTok has played a crucial role in the resurgence of Budots. In 2024, a remix titled “EMERGENCY BUDOTS” by DJ Johnrey, which samples Gloria Estefan’s “Dr. Beat,” went viral on the platform. The remix’s quirky, energetic beat combined with simple dance moves made it a perfect fit for TikTok’s short-form video format.

As TikTok users across the world, including major celebrities like Olivia Rodrigo, embraced the trend, Budots transcended its Filipino roots and became a global sensation. Interestingly, this resurgence also sparked a debate within the Filipino community about the authenticity and cultural appropriation of Budots, as many felt that the watered-down version popularized on TikTok lacked the depth and originality of the original movement.

Cultural Impact: Budots as a Reflection of Filipino Identity

Budots is more than just a dance craze or a genre of music; it is a reflection of the Filipino spirit—vibrant, resilient, and creative. The genre’s ability to adapt and evolve while maintaining its core essence is a testament to the ingenuity of Filipino artists and creators.

Budots in the Context of Global Music Trends

The evolution of Budots can be seen as part of a larger pattern of microgenres gaining brief but intense popularity through social media platforms like TikTok. Similar to the rise and fall of genres like Phonk and Eurodance, Budots’ resurgence highlights the power of digital platforms in shaping global music trends.

However, unlike these other genres, Budots carries with it a strong cultural identity. For many Filipinos, Budots is not just music; it is a symbol of their cultural heritage, a piece of their national identity that has found its way onto the global stage.

The Future of Budots: A Cultural Legacy

While it is uncertain whether Budots will maintain its current level of global popularity, its impact on Filipino culture is undeniable. As a genre, Budots has proven to be incredibly resilient, capable of adapting to new contexts and audiences while staying true to its roots.

Diagram Recommendation

To better illustrate the evolution and impact of Budots, we recommend a timeline diagram in markdown mermaid syntax. This diagram could visualize key milestones in the history of Budots, from its inception in the early 2000s to its resurgence on TikTok in 2024.

Bodot Dat?

Budots is a unique cultural phenomenon that has captured the imagination of audiences both in the Philippines and around the world. Its infectious rhythms and freestyle dance moves have made it a staple of Filipino street culture, while its recent resurgence on TikTok has introduced it to a global audience. As we look to the future, Budots stands as a testament to the power of music and dance to transcend borders and bring people together in celebration of shared cultural experiences.

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What Potential Ban? As It Continues Spilling Out Viral Artist Successes, TikTok Is Testing 60-Minute Videos.

Amidst the swirling discussions of potential restrictions and outright bans in various countries over privacy and national security concerns, TikTok is barreling forward, not just maintaining its stronghold on the digital landscape but also innovating to heighten user engagement. The platform, known for catapulting artists to viral success, is reportedly testing the feasibility of allowing 60-minute videos, a significant leap from its current 10-minute cap.

Redefining Digital Storytelling

The move to expand video length marks a pivotal shift in TikTok’s strategy, aiming to redefine digital storytelling and user engagement on its platform. This test, if rolled out globally, could transform TikTok from a hub of quick, catchy content to a more diverse media platform capable of hosting long-form content, from documentaries to full-length concerts, potentially changing the way artists and creators interact with their audience.

Viral Artist Successes Amidst Potential Bans

TikTok’s equation for viral success has been a boon for many artists. The platform’s algorithmically driven For You Page has become the new frontier for music discovery, giving rise to a plethora of artists who might have remained undiscovered otherwise. Despite looming threats of bans in several countries, TikTok continues to forge ahead, making it evident that the potential restrictions have done little to slow down its momentum or its role in the music industry’s ecosystem.

Diving Into the 60-Minute Test Phase

Details about the 60-minute video feature remain sparse as TikTok is currently in the early stages of this experiment. What is clear, however, is the platform’s ambition to provide an even more versatile canvas for creators. This leap forward is not without its challenges, as it will necessitate a reevaluation of content moderation practices and potentially demand more from creators who wish to engage their audience for longer spans.

Implications for Artists and Creators

For artists and creators, the expansion into longer content could open new avenues for expression and monetization. Musicians could premiere new albums in an intimate concert setting directly on TikTok, while filmmakers might experiment with short films crafted specifically for the platform’s unique audience. However, this shift also raises questions about the sustainability of engagement. Will audiences accustomed to TikTok’s short bursts of content adapt to longer formats?

Looking Ahead

As TikTok experiments with 60-minute videos, it’s clear that the platform is not just resting on its laurels. Instead, it’s looking toward the future, aiming to stay at the forefront of digital innovation. This bold move, juxtaposed against the backdrop of potential regulatory challenges, underscores TikTok’s confidence in its content, creators, and community. Whether this will further entrench its position as a pivotal platform for artist discovery and success remains to be seen.

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FIFTY FIFTY’s “Cupid” is an undeniable K-pop banger that’s taken over the world. Independent label ATTRAKT had a hit on their hands, and with the help of K-pop expert Sung-Il Ahn (aka SIAHN), they launched the irresistible girl group, FIFTY FIFTY. This independent record company did not have the monetary means and organizational framework of a corporate entity like major K-pop powerhouses HYBE and YG Entertainment, but they used clever marketing, social media virality, and a “Twin Version” in English to make FIFTY FIFTY an international sensation.

It’s no surprise that the music industry has always been highly competitive. To succeed, you need street cred and innovation, and Attrakt’s CEO Chun and SIAHN brought that. They tore up the rulebook and changed almost everything. During the planning phase, their efforts were focused on talent discovery, training curriculum development, and prioritizing the creation of a unique group identity, which ultimately led them to discover music that showcased each member’s individual style through production. SIAHN co-wrote and produced “Cupid” with the girls and worked closely with them throughout the song’s creation.

In addition to creating amazing music, ATTRAKT needed a marketing strategy that would highlight FIFTY FIFTY’s unique qualities, and they enlisted SIAHN’s help to do so.  After the group’s mini-documentary garnered millions of views on YouTube, they released an English-language version called the “Twin Version” which became popular on TikTok after fans experimented with the tempo. The “Twin Version” features a more music-centric approach with a slightly different mixing style and arrangement to better convey the message.

ATTRAKT’s strategic marketing plan paid off as the “Twin Version” went viral, and fans couldn’t get enough. The song reached the No. 4 spot on Spotify’s Global 200 and on YouTube’s Global Top Songs chart, and No. 41 on the Billboard Hot 100. And that’s before Warner Records, who recently picked up the banger for North America, takes it to radio.

SIAHN focused on developing each member’s unique traits and improving their weaknesses. FIFTY FIFTY’s members Saena, Aran, Keena, and Sio completed their K-pop boot camp in 2022 and were hand-selected for stardom. The final result of “Cupid” could have been entirely different if they didn’t like it, but the girls loved it, and their fans connected with the subject matter. While English-language versions of K-pop songs are increasingly common, they are usually rolled out after the original and frequently feel like an afterthought. “Cupid” is a catchy, heartfelt song that has a message that resonates with people of all ages, and it’s proof that innovative marketing strategies and unique, relatable messaging can make all the difference.

While English-language versions of K-pop songs are increasingly common, they are usually rolled out after the original and frequently feel like an afterthought. That’s not the case here. FIFTY FIFTY’s “Twin Version” took over TikTok, and it caught the attention of Warner Records, who have shown their full support for FIFTY FIFTY. The vast amount of user-generated content produced by fans and listeners worldwide also contributed to the song’s global appeal.

FIFTY FIFTY’s success is not just a testament to their talent and hard work, but also to the power of innovative marketing strategies that showcase a group’s unique qualities. ATTRAKT, Chun, and SIAHN brought their A-game, and their efforts paid off. They’ve shown that K-pop artists can succeed outside of Asia, and with the right marketing strategy and relatable messaging, they can take over the world.

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Move over A&R execs and playlist editors, there’s a new boss in town, and it’s not even human! TikTok’s algorithm has become the music industry’s ultimate decision-maker, with its feedback loop filtering out the hits from the fillers with just a swipe. With over 150 million monthly active users in the US alone, surpassing Spotify’s 90 million, TikTok’s power in shaping music trends is undeniable.

From reviving old classics like Fleetwood Mac’s “Dreams” to launching new acts like Bella Poarch with a staggering 100 million followers, TikTok’s viral impact is exciting for fans but exposes a major pain point in the industry – slow payment systems. While TikTok virality can skyrocket streams on other platforms, the lag in payment processing leaves artists in a credit-crunch, watching their success explode on TikTok but waiting indefinitely for the paycheck to arrive.

Let’s break it down. Say a song goes viral on Spotify on Dec 4th, my birthday. Spotify reports the usage to labels in mid-Jan and pays the label in Feburary. Typically, labels pay artists 90 days after the end of Q2, which falls on June 30th. That’s a whopping six months from viral success to actual payment. And spare a thought for us songwriters, who may have to wait until early next year for our share of the pie.

This time lag has real consequences for artists and songwriters alike.  Anthony Brown, the CEO of Breakr, a cutting-edge marketplace that bridges the gap between artists and influencers, sheds light on the revolution happening in the music industry., shared at SxSW 2023 how one of his managed artists, charlieonafriday, went from being relatively unknown to gaining millions of followers within 18 months thanks to TikTok, but the payment delays prevented him from capitalizing on the sudden success and building momentum.

The rapid rise of TikTok-fueled viral hits means artists are left waiting for payment long after they’ve achieved cultural significance. This is the new reality of the music industry. To address this issue, artists need real-time options to capitalize on their sudden momentum, rather than waiting half a year for payment to arrive.

But fear not, there’s hope on the horizon. Several artists are proactively seizing control of their own destiny. Grammy-nominated producer and DJ Jennifer Lee, also known as TOKiMONSTA, has experienced the payment delay gap firsthand. In the past, she relinquished the copyrights to her label in exchange for an upfront advance. to avoid waiting for a paycheck that may never come. She has taken a new direction by co-founding Young Art, her own label, which utilizes blockchain technology from Sona, a platform she co-founded with a team of web3 technologists, to provide artists with real-time payments.

Audius, another player in the web3 music space, is also offering real-time payments through blockchain-powered streaming services. Utilizing the transparency and speed of blockchain technology, Audius is able to pay rights holders in just fifteen seconds – that’s even faster than a TikTok reel! This level of transparency and efficiency is unprecedented in the music industry.

Other companies are also exploring real-time payment models on traditional music platforms. With HIFI’s Cash Flow, artists can receive royalties in real-time based on beat-by-beat earnings data, granting them the ability to access their earnings as they happen without needing to alter their existing business partnerships or relinquish their rights.

Major labels are also stepping up their game. Sony Music launched the “Artist Forward” initiative in 2020, including features like Cash Out Now and Real Time Advances for artists who choose the conventional major label route. Artists have already withdrawn over $50 million using these features, showcasing the industry’s efforts to address payment delays.

Whether it’s a breakout artist like charlieonafriday or an established producer like TOKiMONSTA, the music industry is recognizing the need for real-time resources to capitalize on TikTok-fueled virality. Companies like Sona and Audius are leveraging blockchain technology to offer transparent and speedy payments to artists, with transactions happening in seconds rather than months. HIFI’s Cash Flow is another example of a real-time payment model that allows creators to access their earnings immediately without sacrificing rights or partnerships.

Even major labels are stepping up with initiatives like Sony Music’s “Artist Forward” program, which includes features like Cash Out Now and Real Time Advances, allowing artists to withdraw funds quickly. So, while the TikTok algorithm may be the new boss in the music industry, artists now have more options to navigate the payment lag and build on their sudden success in real time.

As the music industry continues to evolve, it’s clear that real-time payments are becoming a priority to keep up with the fast-paced nature of viral hits on platforms like TikTok. The days of waiting months or even years to get paid for cultural significance are slowly fading away as innovative solutions emerge. Whether it’s blockchain-powered services, real-time royalties, or major label initiatives, opportunities are knocking, or TikToks are trending, and artists now have the means to answer them.

Stay tuned for more updates on how the music industry is adapting to the changing landscape and empowering artists to thrive in the digital age. And that’s the MASHENE Music update on how TikTok is changing the game in the music industry!

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The concept of a “heating button” is not new to the world of social media. Other platforms, such as Instagram, have been accused of using similar tactics to drive engagement and boost their own bottom line. However, the use of such a button on TikTok has raised concerns about the platform’s ability to manipulate the content that users see and the potential impact on creators.

It is important to note that TikTok has not publicly acknowledged the existence of a “heating button,” and the company has not commented on the allegations. However, many users and creators have reported seeing their videos suddenly gain a large number of views and engagement, leading them to believe that the platform is artificially inflating their popularity.

One of the main concerns about the use of a “heating button” on TikTok is that it can lead to the spread of misinformation and harmful content. If certain videos are artificially promoted, they may be more likely to be seen by a large number of users, even if they contain inaccurate or harmful information. This can have serious consequences, particularly in today’s fast-paced and highly-connected digital landscape.

Additionally, the use of a “heating button” can have a negative impact on the platform’s creators. If certain videos are artificially promoted, it can create an uneven playing field for creators who may not have access to the same resources or promotion. This can lead to a lack of diversity in the content that is seen by users, and can discourage creators from continuing to produce content on the platform.

Another concern is that TikTok’s algorithm is primarily based on engagement, meaning that the more views and likes a video gets, the more likely it is to be recommended to other users. This can lead to a self-fulfilling prophecy, as popular videos will continue to be promoted, while lesser-known videos may be pushed to the back of the line.

Furthermore, TikTok’s algorithm is also heavily influenced by user engagement, meaning that the more a user interacts with the app, the more content the algorithm will recommend to them. This can lead to a filter bubble, where users are only exposed to content that aligns with their interests and beliefs, which can be detrimental to the diversity of information and ideas.

Despite the concerns surrounding the alleged “heating button,” TikTok remains a popular and influential platform, with over 1 billion active users worldwide. While the company has yet to publicly acknowledge the existence of the button, it is important for users and creators to be aware of the potential impact on the platform and the content they see.

In my view, while TikTok has not publicly acknowledged the existence of a “heating button,” many users and creators have reported seeing their videos suddenly gain a large number of views and engagement, leading them to believe that the platform is artificially inflating their popularity. The use of such a button can have serious consequences, particularly in the spread of misinformation and harmful content, creating an uneven playing field for creators, leading to a lack of diversity in the content that is seen by users and a filter bubble for users. It is important for users and creators to be aware of the potential impact on the platform and the content they see.

Over 50 articles on “Sync Music Licensing” by Composer Tommy Mac: https://syncmusic.substack.com

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