Gen Z apps like TikTok and Dubsmash, both of which allow users to make and share videos with audio clips, have helped rising artists like Ava Max, CalBoy, and Lil Nas X score their first Billboard hits. As record labels look to give their existing acts a viral push, they’re cutting deals directly with social media influencers to promote songs. One example is 12-year-old viral dancer Seth Vangeldren, who reportedly has been offered six figures just to make one or two videos.

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Jacques Morel, Senior Correspondent
Tia Hill, Producer/Editor
Jer Paulin, Shooter/Editor
Hillary Crosley Coker, Senior Producer

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