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Addison Rae, the social media sensation and rising pop star, recently dropped a bombshell revelation about her early days on TikTok. In a candid interview with The New York Times’ Popcast, Rae disclosed that record labels once paid her a mere $20 to create and share TikTok videos featuring their artists' songs. This surprising detail sheds light on the evolving landscape of influencer marketing and the lengths labels went to in order to gain traction on the burgeoning platform.

Rae, whose full name is Addison Rae Easterling, shared this story during a conversation about the intersection of social media fame and the music industry. The Popcast interview delved into her journey from viral TikTok star to recording artist, exploring the challenges and triumphs of navigating this unique path. The $20 TikTok revelation, while seemingly trivial, highlights a crucial period when labels were experimenting with ways to leverage the platform’s massive reach.

The Early Days of TikTok Marketing

Back in the early days of TikTok (then known as Musical.ly), the platform was a relatively untapped marketing goldmine for record labels. Traditional advertising methods were proving less effective with a younger, digitally-native audience. Recognizing this, labels began exploring alternative strategies, including directly engaging with popular creators to promote their artists’ music. Paying influencers, even at a modest rate like $20, was seen as a low-risk, high-reward approach to gaining exposure.

Rae’s experience perfectly encapsulates this strategy. As one of the platform’s fastest-rising stars, she quickly amassed a massive following, making her a valuable asset for labels seeking to reach a wider audience. While $20 might seem insignificant today, it represented a desperate attempt to tap into the power of viral marketing before it became the sophisticated industry it is now.

From Small Payments to Major Deals

The story of Addison Rae’s early TikTok deals is a stark contrast to the lucrative endorsement deals and partnerships that social media influencers command today. Rae’s own career trajectory exemplifies this shift. What began with small payments for simple dance videos eventually led to multi-million dollar deals with major brands and a successful music career. She signed with Kalowitz, a division of Atlantic Records, in 2020, and has since released several singles and an EP.

Rae's journey serves as a case study in the power of social media and the evolving dynamics between creators, labels, and brands. It’s a reminder that even seemingly small beginnings can lead to extraordinary success in the digital age. The interview with The New York Times provides valuable insight into the inner workings of the music industry and the strategies employed to capture the attention of a generation raised on TikTok.

Looking Ahead: The Future of Influencer Marketing in Music

The music industry continues to evolve rapidly, and influencer marketing remains a critical component of promotional strategies. As platforms like TikTok continue to dominate the cultural landscape, labels will undoubtedly seek new and innovative ways to collaborate with creators. While the days of paying $20 for a TikTok video may be long gone, the underlying principle – leveraging the power of social media to reach a wider audience – remains as relevant as ever.