The Echo Vol. 12 - Crazy is good

LET’S GET IT

Same as always - this week’s Echo rooks :)

GLOBAL TIKTOK TREND (SOUND) OF THE WEEK

LOCAL TIKTOK TREND (SOUND) OF THE WEEK
Australia

WHAT’S HAPPENING IN SOCIAL MEDIA:
LinkedIn adds short video covers for articles and newsletters

LinkedIn just launched a new feature that lets you add a short video as the header for your articles and newsletters. Instead of a static image, you can upload a horizontal video (ideally 16:9 and under 30 seconds) that plays automatically in the LinkedIn feed and shows up as a thumbnail in emails to subscribers.

This will undoubtedly make LinkedIn content more dynamic and engaging, and while music marketers generally aren’t the ones impacted the most, there will be tons of opportunity in grabbing attention with sound. The feature also shows LinkedIn’s growing commitment to video content, which we think is a trend most professionals should get on.

DATA | THE WORLD OF MUSIC QUANTIFIED

Spotify’s weekly global top 5 songs

— #1. Ordinary | Alex Warren // 36.4 m weekly streams

— #2. back to friends | sombr // 33.1 m weekly streams

— #3. Manchild | Sabrina Carpenter // 32.6 m weekly streams

— #4. Die with a smile | Lady Gaga & Bruno Mars // 29 m weekly streams

— #5. Birds of a Feather | Billie Eilish // 28.3 m weekly streams

Spotify’s weekly global top 10 artists

— #1. Bad Bunny // Latin trap

— #2. Taylor Swift // Pop

— #3. Drake // Pop

— #4. The Weeknd // Alternative R&B 

— #5. KAROL G // Reggaeton (NEW TO LIST)

— #6. Morgan Wallen // Country

— #7. Billie Eilish // Alternative Pop

— #8. Fuerza Regida // Varied // Regional Mexican

— #9. Arijit Singh // Playback Singer

— #10. Kendrick Lamar // Hip Hop

TIKTOK VIDEO OF THE WEEK:
Hypnotizing sky

Views: 29,000,000 | Likes: 4,200,000

While this video definitely isn’t the most exciting thing out there, we think there’s plenty of beauty in its simplicity. Here’s why it performed so well:

— #1. Mesmerizing sky. This can be hard to replicate for people, but a sky as good as this is hard to scroll past. In general, having something that makes a video a must-watch is a great way to make viral content that truly dominates.

— #2. Fantastic choice of sound. The calm sound amplifies the beauty of the video, and it acts as a hook since people recognize it. This sound is usually used for similar situations, meaning the viewer knows what to expect — and how doesn’t want to see something beautiful? The sound choice is 100% the most important part of this clip (except for the sky ofc).

— #3. Right amount of camera movement. The video is on the slower side, but the small camera movement after a few seconds keeps you engaged.

MUSIC EVENT OF THE WEEK:
Ruisrock Festival 2025

Ruisrock Festival returns to Turku in Finland from July 4-6. It’s the 54th edition, making it one of the oldest in Europe. It’s also incredibly celebrated with a diverse lineup consisting of international stars like Camila Cabello and Axwell, alongside top Finnish acts such as Ultra Bra and Apulanta.

With a really cool coastal backdrop, this festival is sure to deliver with its awesome mix of pop, EDM, rock, and other genres.

TIP OF THE WEEK
Back to basics on how to film like a pro

For the last weeks we’ve gone into some specifics on how to make your content better. This time we felt it would be nice to just cover some basics again to get (or keep) you on the right track.

How to get it right

— #1. Use natural light near windows for (usually) the most flattering look.

— #2. Keep the camera at eye level for a more personal connection.

— #3. Shoot vertical content natively, not cropped from horizontal.

— #4. Frame with negative space to leave room for on-screen text. The text is super important, so make sure the the background for it makes sense.

— #5. Use a tripod or phone stand to eliminate shaky footage.

— #6. Use gridlines to align your shot with the rule of thirds.

— #7. Use foreground elements to create depth in your shots.

— #8. Create contrast with color, for example by wearing clothes that pop against the background. It’s all about standing out.

— #9. Use leading lines in your shot to direct attention to the artist.

— #10. Film at golden hour (right after sunrise or before sunset) for natural cinematic lighting that makes the clip pop.

PARASITION: Campaign breakdown

ROUND-UP 

— “Strange” sounds can perform very well, and they can be over the top

— Repetitive lyrics and a strong beat are usually seen in the most popular short-form tracks

— Sounds that suit a specific type of content (like sassy vibes) can do really great

— LinkedIn seems to keep pushing video content on the platform, so consider how you can benefit from this trend

— Some of the most simple videos can, when done correctly, become the most popular in the world

Thanks a ton for sticking around — we’re happy to have you here :)

If you’re in the business of promoting music, you should 100% reach out to us at Parasition, and we’ll make awesome stuff happen together 🕺🚀