Your ATTN Please || Saturday, 22 February

February 22, 2025

TikTok has finally answered the 1 question we’ve all been asking:

“How has the platform impacted the music industry?” Ok, maybe we weren’t all asking that question, but it is an important one. Artists like Megan Thee Stallion, Doja Cat, and Olivia Rodrigo can largely thank the platform for their rise to fame.

But the TikTokification of the music industry isn’t all positive. Although, according to the platform’s newly released Music Impact Report, we should all be giving it a standing ovation.

- Charlotte, Editor ♡

WHAT’S HAPPENING IN MARKETING TODAY?

TikTok’s Music Impact Report, The White Lotus x H&M Collab & Buzzfeed’s Saving Social Media

TikTok is finally looking to officially highlight its impact on the music industry.

For the last few years, everyone has had their own theories as to the platform’s impact on music. However, we’ve yet to see any solid evidence. Until now. Enter the Music Impact Report.

“The Music Impact Report - which analyzes data from 2024 - considers the impact that TikTok and its users have on the music industry and artists in terms of music discovery, consumption, chart success, and contribution to industry revenues,” as explained by TikTok.

TikTok shared a range of notes on how the platform is now helping users discover new music, like how they’re 74% more likely to discover and share new music. The report also includes profiles of artists that have gained significant traction in the app, with overviews of TikTok’s impact on their career, i.e. Chappell Roan and her insane rise.

I know many artists that would disagree with such a positive report, buuuut that’s none of my business. Read the whole report right here.

My muse Gabbriette Betchel was spotted introducing HBO’s The White Lotus x H&M collection, launching 20th feb.

And when I say spotted, I mean she posted a series of paparazzi-esque pictures unveiling the latest collection, reminiscent of all the drama the series brings. At first, I nearly sh*t bricks because I thought she was actually on the show. Unfortunately, she’s just fronting the collab and we won’t be seeing her gracing our screens any time soon.

Still, it’s rare to see a TV show and a clothing line link up like this. Is this a new form of marketing we’re going to see more of in 2025? I hope so. Imagine: Balenciaga does a Wednesday Addams edit. Or Wrangler x True Detective…Anyway, check out her collection reveal here.

Buzzfeed thinks its new social platform can “save social media.”

Erm. Yeah sure, Buzzfeed. It totally won’t be rife with clickbait and misinformation (lol.) Platforms like Meta and X are in hot water while their CEOs/ tech overlords pander to a certain president I won't name. We’ve seen several platforms, like Bluesky and Cara, pop up to save the day, but none have really, you know, stuck. 

Now, Buzzfeed wants to be the solution…Be so for real. Founder and CEO Jonah Peretti announced the plans in a 3,000-word manifesto, calling out Zuck and Zhang Yiming while he’s at it (kind of iconic, I can’t lie.) Jonah says today's social media has become overun by SNARF (stakes, novelty, anger, retention and fear).

Look, he’s not wrong. But I’m just not convinced the company touting articles like “Which Dog Reveals The Most About Your Soulmate?” is going to singlehandedly save social media. I guess only time will tell.

Anyway, that’s all folks!

-Sophie, Writer

DEEP DIVE

Hyper-niche Hobbies Are the New Luxury (here's why brands should pay attention)

You know the saying, "The Jack of all trades, master of none, though oftentimes better than master of one"?

Welp. I disagree. Sorry Robert Greene. Maybe back in freaking 1592 this idea held weight. But in today’s world, where everything is available all at once, and everyone is expected to do everything—true status lies in obsession. This is huge news for an unhinged ADHD girly like myself.

Hyper-niche hobbies, once dismissed as quirky side pursuits, are becoming cultural powerhouses. And brands would do well to take notice. Instead of operating as monolithic institutions, the smartest brands are behaving more like a canvas. They're curating niche perspectives and communities rather than trying to be the sole authority.

Throughout history, over-saturation has always led to the rise of specialists.

During the Renaissance, polymaths like Leonardo da Vinci were revered because knowledge was relatively scarce. Fast-forward to the Industrial Revolution, when economic growth depended on specialisation. Factory workers mastered single tasks and scientific disciplines splintered into micro-fields.

Today, we’re seeing a similar pattern. In the digital age, information is infinite and content is churned out at hyperspeed. This has made deep expertise and niche dedication feel more valuable than ever.

It’s why someone like Francis Bourgeois, a trainspotter with a borderline encyclopedic knowledge of locomotives, can rise to cultural prominence. Hyperfixation isn’t just charming. It’s refreshing in an era where most influencers are desperately trying to be everything at once. Bourgeois' obsession landed him collaborations with Gucci and The North Face. Specificity is a magnet for cultural relevance.

The algorithm loves the deep end.

Social media has accelerated this shift toward the niche. TikTok, in particular, doesn’t reward broad appeal. Instead, it rewards engagement. And nothing engages better than someone completely immersed in a singular passion.

Whether it’s a medieval armour enthusiast, an archival fashion expert, or a hyper-curated vintage Coca-Cola collector, these micro-communities thrive because they offer depth in a world that’s drowning in surface-level content.

Meanwhile, brands that try to cater to everyone risk blending into the digital noise. This is where the smartest companies are shifting their approach. Instead of being the loudest, they're positioning themselves as curators of niche perspectives.

Brands should be a canvas, not a monolith.

The old model of branding—where a company dictated trends from the top down—is being replaced by a more collaborative approach.

Instead of presenting a singular brand identity, companies are finding success by inviting hyper-niche voices into their ecosystem. Gucci’s collaboration with Francis Bourgeois is a perfect example. A luxury fashion house recognised the unexpected cultural power of trainspotting. And it seamlessly wove that into its own narrative.

Other examples include:

How to lean in:

  • Find and invest in niche experts. Seek out hyper-niche creators whose deep passion naturally attracts engaged communities.

  • Curate, don’t dictate. The best brands act as a stage for niche perspectives rather than forcing a one-size-fits-all narrative.

  • Embrace micro-communities. Partnering with niche groups fosters loyalty and differentiation in a market oversaturated with generalist branding.

  • Allow for deep dives. Give space for hyper-specific storytelling rather than overly polished, mass-appeal content. Depth resonates.

I’ve said it once, and I’ll say it again--the future belong to the freaks. And in this instance I mean the obsessed. The weird hobbyists. The niche collectors who were probably bullied at school for their passions. Neurodivergents, WE RIDE AT DAWN.

In a world where hypergeneralism is the norm, the outliers—the hyper-fixated, the deeply obsessed, the ones who unapologetically nerd out—are the ones shaping culture. And the brands that succeed won’t be the ones trying to do everything. They’ll be the ones providing the opportunity for niche communities to thrive.

-Sophie, Writer

TREND PLUG

My Emergency Contact

Welcome to the trend letting us celebrate (or poke fun at) the silly side of the special person in our lives (who just happens to be our emergency contact, too).

Think partners who waddle round the beach in flippers or try to balance on an inflatable tire. Basically, this trend is a loving way to accept the goofy side of the people in your life who also hold some responsibility for you.

So how you can jump on this trend?

Find a silly video of that someone (your partner, parent, or manager) doing something silly. You know, doing a random dance or chopping a cucumber. Then, add some variation of "my emergency contact", chuck this sound on top, and you're good to go!

Here's some office-specific ideas to get you thinking...

  • The person between me and getting fired

  • Realising this is the only person who can fix things when IT ignores me

  • The only reason my pay cheque shows up on time

-Maggie, Copywriter

FOR THE GROUP CHAT

😲WTF: This is CREEPY
✨Daily inspo: Put this to practice!
😊Soooo satisfying: i love this video
🍝What you should make for dinner tonight: Chicken Subs

TODAY ON THE YAP PODCAST

Want even more “YAP”ing? Check out the full podcast here.

ASK THE EDITOR

Q - I just started a weekly email newsletter for my bookkeeping firm and I'm trying to get my open rates up. What advice do you have for me? - Cohen

Hey Cohen!

If you don't already have one, create a sign-up flow that gets new subscribers excited to get your emails. This should include a Thank You page they see after signing up, which tells them what kind of content they're going to get.

You should also create a Welcome Email that reiterates the value they'll get from your newsletters. This email should also tell them how to move your newsletter to their primary inbox. Next, I’d suggest you A/B test your subject lines for every email you send. In my experience, this is a really good way to increase your open rates.

Finally, ask your subscribers what problems they are having as it relates to your services. Then, create newsletter content that addresses those. The only way to keep your subscribers around is to provide content they find valuable!

- Charlotte, Editor ♡

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