2023-05-27 18:27:25
The social networks -above all TikTok– have become the perfect channel for marketing, also in the music field. Either to release a new song or to promote a world tour. It has been evident lately in the release of new songs by Rosalía, Lola Índigo, Quevedo or Bizarrap, who have promoted their future ‘hits’ even before they are released – most of them going viral before their publication ; and has also been fulfilled with the ‘tour’ of Coldplaywhich landed this Wednesday in Barcelona.
The videos of the British band became very popular when the group was in Latin America, so who was not amazed by the tide of lights that were changing colors to the rhythm of the famous hits of Chris Martin’s group? It was expected that many fall into the advertising “trap”. and, even without knowing the singer’s name, enter the Coldplay universe by buying tickets nine months in advance to be able to recreate the famous videos and have them on your profile on social networks.
“One more Coldplay video on Tiktok and possibly I will buy 259 tickets to go to 259 concerts’; “another Coldplay concert video and I uninstall Tiktok”; “I always say it, but it seems to me the biggest audiovisual show at a concert” are some of the comments that can be read on Twitter. The social network already started to show ‘non-stop’ the videos of the band’s concerts in Portugal, and now it is doing it – and will do it – with those in Barcelona. So those who haven’t been there will ‘still’ see the concert through the screen.
Immortalized moments
In the first concert in Barcelona – of the four he will perform in total – Coldplay has already created moments that have been immortalized and gone viral on social media. To start, Chris Martin was surprised by a young woman that he climbed on his father’s shoulders [un pilar de dos, bàsic de castells]and the singer stopped the song ‘Yellow’ to comment: “It’s the best thing we’ve ever seen in a concert”.
The video took minutes to be shared on social media. And, in response to Chris Martin’s reaction, several accounts of castellers have commented that if he had been surprised with one person on top of another, he should take a look at the other pillars that are made as a tradition in Catalonia
Other key moments that have marked the concert on the networks have been theappearance of the Gipsy Kings with their ‘Bamboléo’,marriage requests ‘in situ’ and – of course – the lights of the bracelets in their mythical songs.
But as in most of his concerts, Chris Martin made a reminder of what is important when going to Coldplay concerts: live the moment and record the memory in the memory, instead of recording it with a phone or camera. The singer stopped ‘Sky Full Of Stars’ shortly before the return to “annoy” those who had already started recording and he took the opportunity to have everyone put their cell phones away and enjoy the experience.
More artists
More artistsColdplay are not the only ones: the TikTok effect has also influenced the following of other artists’ world tours. It already happened with Harry Styleswhen his ‘As it Was’ went viral with his fans yelling at him to “leave America” [ves-te’n d’Amèrica]. He got to the point that he himself was silent in this particular sentence to hear which country was called the loudest. In response their non-American fans were added to the competition.
Another example was the Beyoncé concert in Dubai, when the artist rose several meters to ‘Drunk in Love’ and the video went viral in a matter of hours. This Arabic-tinged tune added to the peril of soaring on a small platform several meters into the sky, causing many to share the shocked moment on TikTok.
Another great example is Taylor Swiftwhich stars several viral moments on social networks: hand requests at concerts, iconic costume changes, sing for 4 hours in the raindoing giveaways and bracelet exchanges with her fans, and even recreating a TikTok ‘trend’ of her song ‘Bejeweled’ with the creator of the viral dance, even arguing with a security guard while singing ‘Bad Blood’.
Without social networks, expectation and the ‘call’ effect to experience these moments in person would not exist, but neither could those who cannot go to the aforementioned events see (albeit through a screen) what the concerts of the great artists are like.
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