Encanto, TikTok and the art of social storytelling | Arts

has become the first song from an animated film to top the US charts for multiple weeks. How did this come about? The answer is, once again, TikTok.

While TikTok videos do not count towards the Billboard charts, activity on the platform directly drives music consumption on streaming platforms like Spotify and Apple Music. Over 175 songs that trended on TikTok in 2021 charted on the Billboard Hot 100, twice as many the year before.But how do trends, challenges, and memes make hits? The answer lies in how music has become creative material for social storytelling on TikTok and how storytelling works when videos are only a few seconds short.

What you then get is a certain cultural capital or cultural knowledge that is already there. So then every new iteration is just added to that. And if you’re on the inside, if you are in the know, then that is something you could easily follow because you see the one video of 15 seconds only as another event in the bigger story.

Other trends work by offering different interpretations of the same storyline. A good example is the"Things that just make sense…" trend, set to Che la luna, a version of a classic Sicilian folk song. In this video, contributors film themselves showcasing the features of a particular location, each making the same characteristic hand gestures.Because the audience always recognises the characteristic song.

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