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TikTok Duets Are Reviving the Exquisite Corpse


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Last September, Daniel Mertzlufft was holed up in his Manhattan apartment avoiding Covid-19 when he decided to rework someone else’s song. Specifically, Louisa Melcher’s “New York Summer,” a plaintive but funny pop ballad. TikTok users had already turned the bridge (
We’re fighting in the grocery store /
and I love you, but I don’t know if I like you anymore) into a meme, but to Mertzlufft’s ear, it needed more drama. The 27-year-old composer and arranger wrote some new lyrics and added some strings and guitar. He recorded himself singing the new arrangement with full theater kid gusto, using TikTok’s greenscreen tool to set the scene in a generic supermarket aisle. The entire process took about an hour. When Mertzlufft posted the video to TikTok, he included a caption as he hits the last note: “This is 100% the end of Act 1.” ....

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The best social stories & campaigns from January 2021


January 27th 2021
17:05
Our social media roundup is back so you can keep up to date with the biggest and best stories and brand campaigns every month. For a deeper dive into social media platform innovation, head over to The Social Quarterly Report.
For the first month of 2021, we’ve got campaigns from not one but two UK charities and creative work from the likes of Ikea, as well as some striking statistics on TikTok usage in 2020.
Let’s get started…
TikTok beats Facebook on average time spent in 2020
The average amount of time spent on the TikTok app among its UK users, per month, has nearly doubled between 2019 and 2020, according to analysis from App Annie. On Android devices alone, monthly average hours increased from 11 to 19.9, vastly outpacing Facebook’s 16.6 hours across 2020 and cementing its place as one of the most rapidly growing apps for engagement. ....

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