A 15-month-old song rocketed up charts when a Vine video went viral. “Don’t Drop That Thun Thun” by FiNATTiCZ, met an unexpected second wave of popularity in sales and streams. The video is comprised of five young women clad in bikinis, “twerking” to the track.
Head of digital marketing of the act’s label, eOne Music, Chris Herche is surprised by the surge in sales and appreciate the positive impact that social media has on music.
However, he also thinks it’s wise to leave viral micro-videos in the hands of fans and not artificially engineer videos in an attempt to drive sales: “You can attempt to start something yourself. But predominantly, the thing that makes them special is that they’re real and not forced.”