TikTok Skits Drive Streams

Shaan shares the story of Connor Price, a warehouse worker who became a successful independent musician through TikTok.

"Connor Price used to work in Ramon's warehouse moving boxes. During COVID, the warehouse shut down, so he went home. His wife said, 'You should put your music out there, let's do something.' He was really shy about it, but she insisted, 'You gotta start making content.'

He put out a YouTube video that got about 11 views, like most YouTube videos do. Then his wife, who was the real mastermind behind it, suggested making a TikTok. He had the same reaction to TikTok: 'That's stupid, that's not serious. I'm an artist, a musician, not just one of these kids dancing.'

What he did was create these funny skits where he played three characters, almost like an Eddie Murphy movie. Every skit starts with him opening the door as the rapper coming into the studio. He's also the producer with headphones on, and then there's the weird brother who's key to making the whole thing work.

In one skit, the brother is drilling holes in a carrot, and they're both like, 'He's being weird again.' Then the producer says, 'Let's get down to work, you want to play that song?' You hear this flute playing, they look at the brother, and he's playing the carrot flute as the beat of the song. The producer says, 'Go with it,' then he starts rapping, and the song hits. The song is almost the punchline of the skit.

He became independently successful with no record label and has a billion streams on Spotify, doing no marketing on Spotify, only on TikTok."