The Echo Vol. 15 - Originality takes back the throne

HOW ARE WE?

This week’s Echo won’t feature any boat racing (unfortunately), but we’ve got plenty of other awesome stuff to cover :)

GLOBAL TIKTOK TREND (SOUND) OF THE WEEK

LOCAL TIKTOK TREND (SOUND) OF THE WEEK
Peru

WHAT’S HAPPENING IN SOCIAL MEDIA:
Facebook takes action to limit unoriginal content

Facebook is following Google in trying to decrease the reach of unoriginal content. They’re introducing a new algorithm update to reduce the visibility of unoriginal posts, such as reused videos, images, or text without proper credit or meaningful additions.

Accounts that consistently share such content are expected to face decreased reach, demoted comments, and potentially even loss of monetization. The move is meant to encourage authentic content creation and ensure that credit goes to those who originally produced it. Facebook themselves said that they don’t want people to take advantage of others’ hard work and creativity.

DATA | THE WORLD OF MUSIC QUANTIFIED

Spotify’s weekly global top 5 songs

— #1. JUMP | BLACKPINK // 44.9 m weekly streams

— #2. Golden | KPop Demon Hunters Cast // 41.4 m weekly streams

— #3. DAISIES | Justin Bieber // 39.9 m weekly streams

— #4. back to friends | sombr // 36.6 m weekly streams

— #5. Ordinary | Alex Warren // 34.6 m weekly streams

Spotify’s weekly global top 10 artists

— #1. Justin Bieber // Pop

— #2. Bad Bunny // Latin trap

— #3. Taylor Swift // Pop

— #4. Drake // Pop

— #5. The Weeknd // Alternative R&B 

— #6. Travis Scott // Hip Hop

— #7. KPop Demon Hunters Cast // KPop

— #8. Billie Eilish // Alternative Pop

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

— #10. KAROL G // Reggaeton

TIKTOK VIDEO OF THE WEEK:
“First vs Last Drink”

Views: 10,800,000 | Likes: 2,200,000

This simple video has racked up millions of views, despite the creator having less than 5k followers… Why? It’s funny, relatable, and built on a proven concept.

— #1. The “vs” concept (before and after). The format promises a “before and after” moment that viewers need to stick around for. As soon as you read “Last vs First Drink,” your brain fills in the gap, and you want to see just how dramatic the transformation is.

— #2. High relatability. Almost everyone who’s had one too many drinks knows the feeling. The first drink is calm. The last one? Chaos. Whether you’re laughing at them or at yourself, it hits home for a huge audience.

— #3. Surprisingly funny execution. A big part of the success is that the “last drink” moment is almost always more severe than viewers anticipate. That contrast gets a real reaction, and that means more shares and replays.

— #4. Really good sound choice. Most of these videos pair the shift with a song that either builds up to a drop or contrasts the two moods perfectly. It adds rhythm, drama, and a payoff that lands just right. Obviously Party Rock Anthem suits a drinking/party-inspired video.

— #5. Ultra-repeatable format. Once you’ve seen one version, you want to see 10 more. The simplicity of the idea makes it easy for other creators to try their own spin, which fuels the trend and the “OG” video even more.

MUSIC EVENT OF THE WEEK:
Lollapalooza 2025, Chicago

Lollapalooza 2025 returns to Chicago’s Grant Park from July 31 to August 3, bringing four days of high-energy music and awesome experiences. This year’s lineup features Olivia Rodrigo, Tyler The Creator, Sabrina Carpenter, TWICE, RÜFÜS DU SOL, A$AP Rocky, Luke Combs, and tons of others.

With over 170 acts spanning genres like pop, hip-hop, rock, and EDM, plus cool art and tons of tope-of-the-line food, it’s undoubtedly one of summer’s most anticipated music festivals.

TIP OF THE WEEK
Quick tips to capitalize on nostalgia

Leaning into nostalgia is one of the most effective emotional triggers for viral short-form content. Whether it’s a sound, a style, or a reference, nostalgia taps into memories and feelings that instantly deepen a viewer’s connection. When people recognize something they loved growing up, even subconsciously, they’re far more likely to watch, comment, and share.

This doesn’t mean going full retro. Sometimes all it takes is a melody, a visual cue, or a fashion detail to bring someone back to a specific moment in time.

How to get it right

— #1. Sample the past. Use a recognizable chord progression, drum pattern, or synth tone from the ‘90s or 2000s. Even if it's subtle, that familiar sonic texture lights up the memory centers in the brain

— #2. Reference old formats. Shoot your video to mimic VHS, camcorder, flip phone, or old school YouTube styles. Grainy filters, pixelated text, and 4:3 ratios instantly evoke the feeling of another era.

— #3. Remix childhood content. Add a nostalgic twist to cartoon themes, ringtone-era songs, old commercials, or viral clips from the early internet. People love to see their childhood remixed into something modern.

— #4. Wear throwback style. Baggy jeans, butterfly clips, shutter shades, vintage tees. Fashion from the 90s and 2000s instantly places your content in a nostalgic zone, even if the music is brand new.

— #5. Tell memory-driven stories. Caption your video with something like “This sounds like the end of a 2000s teen movie” or “Anyone else feel like they’re 12 again hearing this?” Give people the emotional prompt to connect.

PARASITION: Campaign breakdown

ROUND-UP 

— A very popular artist obviously has an easier time getting a song viral on socials, but the sound still needs to be fantastic

— Songs that are “weird” in some way can actually perform really well, since they are more likely to capture attention

— Facebook has moved to decrease unoriginal content. This is bound to benefit the good stuff out there, which we assume you’re a part of :)

— “Before and after” / “VS.” videos are very viral-friendly

— Capitalizing on nostalgia is a great way to make viral content, since relatability = gold

Hope this week’s Echo was a nice read!

Are you in music? Reach out to us at Parasition, and we’ll make your songs more viral than ever 🕺🚀