The Echo Vol. 13 - WizTheMc is back

HOW’S IT GOING?

Hope you’re killing it — because this week’s Echo sure is :)

GLOBAL TIKTOK TREND (SOUND) OF THE WEEK

LOCAL TIKTOK TREND (SOUND) OF THE WEEK
United States

WHAT’S HAPPENING IN SOCIAL MEDIA:
Meta rolls out dedicated DMs to all Threads users

Threads just rolled out dedicated DMs to all users, giving the app its first real messaging functionality. Instead of having replies go through Instagram (like before), Threads now offers its own inbox with threaded conversations and smoother navigation. This brings it much closer to being a standalone social platform.

While Threads isn't an often used tool for most music marketers, this change opens the door for more direct fan interaction, private drops, or perhaps even campaign-driven outreach. It also shows that Meta believes in the platform and its long-term value. So you should definitely keep an eye on Threads.

DATA | THE WORLD OF MUSIC QUANTIFIED

Spotify’s weekly global top 5 songs

— #1. Ordinary | Alex Warren // 36.9 m weekly streams

— #2. back to friends | sombr // 35.4 m weekly streams

— #3. Manchild | Sabrina Carpenter // 29 m weekly streams

— #4. Golden | KPop Demon Hunters Cast // 28.6 m weekly streams (NEW)

— #5. Die with a smile | Lady Gaga & Bruno Mars // 27.6 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

— #6. Morgan Wallen // Country

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

— #8. Billie Eilish // Alternative Pop

— #9. Arijit Singh // Playback Singer

— #10. KPop Demon Hunters Cast // KPop (NEW)

TIKTOK VIDEO OF THE WEEK:
Heartbreaking cat video

Views: 23,700,000 | Likes: 6,800,000

Maybe it’s a bit cruel to feature a video like this, because many may get a bit emotional. However, that’s why it’s so good. Here’s a few reasons why this video has performed so well:

— #1. Cute cat grabs attention. Few things grab attention better than a cute animal.

— #2. Great calm background. The video’s background (consisting of the bed and the room) looks great and pairs well with everything. It doesn’t distract and it makes you calm and focused.

— #3. Well placed, fantastic caption. The caption is on the longer side, but it’s well placed and easy to read. The viewer immediately understands that you need to read it to get the video, and it truly evokes emotion.

— #3. Perfect choice of sound. The song is emotional and helps amplify the feelings of the video. A perfect match undoubtedly.

— #3. Professional filming with nice lighting. This acts as a hook in a way since you’re more prone to give a great-looking video a chance.

— #3. Shifting angles matching the song. Shifting the angles makes the video more engaging to watch, and the editing fits the song which takes it to the next level.

MUSIC EVENT OF THE WEEK:
Festival d’eté de Québec (FEQ)

Festival d'été de Québec (FEQ) in Quebec City, Canada is the biggest music event globally in the coming week. It spans 11 days from July 3rd, and it attracts over 325,000 visitors. There are 5 main stages across the city, and there’s an awesome lineup of Rod Stewart, Benson Boone, Def Leppard, Shania Twain, and many more notable names.

TIP OF THE WEEK
Film TikToks using different, switching angles

Want to make your TikToks more dynamic? Switching angles can instantly boost engagement, keep viewers watching longer, and make even simple videos feel polished. Watch the cat video from earlier and you’ll see why this is so effective.

How to get it right

— #1. Plan your scene changes (or beats). Decide when and why you'll switch angles. Maybe after a lyric, punchline, or beat drop. Having clear transition points keeps things smooth and intentional.

— #2. Choose angles with purpose. Think about the vibe you're going for. Use low angles for power or drama, eye-level for authenticity, and high angles for a cinematic look. Let emotion guide your framing.

— #3. Film each angle separately. Rather than filming one long take, record each angle as a separate clip. Hold your phone steady, keep lighting consistent, and aim for smooth framing in every shot.

— #4. Vary the shots. Mix wide shots, close-ups, over-the-shoulders, and movement-based angles (like tracking your face from below). This variety holds attention and gives your video visual rhythm.

— #5. Match movements across cuts. If you're moving, nodding, or lip-syncing, try to match those gestures across clips. It creates seamless transitions and shows editing skill.

— #6. Use jump cuts or match cuts. Cut right on the action, like when you clap, turn, or hit a beat. This makes the angle switch feel natural and intentional.

— #7. Keep it short and sweet. Don’t linger on any one shot too long. TikTok thrives on pace, so switch every 1–3 seconds to keep your audience locked in. Generally things should be a bit snappy, but not too snappy. You know what we mean? :)

PARASITION: Campaign breakdown

ROUND-UP 

— Certain sounds give the content (video and caption) more focus

— Songs that go well with a current event can go extremely very viral

— Threads now has real DMs, making it very close to a true standalone platform

— Switching angles when filming a short-form video is a fantastic way to make it more engaging

You’re a true MVP if you read all the way down here. If you just skipped to the end you’re slightly less of an MVP for us, but we guess it’s more time effective so no hard feelings…

If you work with music in some way, shape, or form you should reach out to us at Parasition. We make tracks go viral 🕺🚀