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The music rollout was just as carefully strategized as his TikTok campaigns. “So we said, ‘We’re gonna do this our way,’ and we started rolling out music.” Derulo had five successful singles - including the smashes “Savage Love” (a collaboration with New Zealand artist Jawsh 685) and “Take You Dancing” - inside of a year by the time he signed with Atlantic, a deal that also includes his and Harris’ label, Future History. After parting ways with Warner, “we thought about going back to the major label system, but the right deals weren’t out there,” Harris says.

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How can anybody at a big brand speak to how social media works if they don’t have a presence? Everybody is just playing it by ear and acting like they know what they’re doing.”īut the biggest coup from his TikTok success is his new record deal, which came after he and his longtime manager, Frank Harris, launched a series of singles on their own label that they licensed to different distributors, including Atlantic. They hire people who have no experience, and although this is all new to everybody, I have experience in the field. When talking with people about TikTok strategy, he says, “I’m always like, ‘Damn y’all don’t know that?,’ so I decided to write a book about it - not just for everyday people but for big brands too. Not surprisingly, Derulo’s forthcoming book about social media strategy currently has offers from four publishers. I don’t really have any background in it, no.” I thought it might have been one I did that I don’t even want to mention” - that would be “Cats” - “but things don’t always work out the way that you plan.”Īnd comedy? “I always thought I was funny,” he laughs, “but my mom used tell me, ‘Nah, Jay, Joey’s the funny one,’ my brother.

“I went to college for musical theater and I’m a trained actor,” he says, “but I just haven’t had the right role to actually demonstrate that. “I have a million things like that.”īut Derulo’s TikTok’s show an acting and comedic skill that goes even beyond the experience he would have accumulated by starring in music videos. Also, start your videos with a close-up - you have literally one second to stop people from scrolling, so what are you going to do with that second? Quick cuts keep people’s attention,” he continues enthusiastically, “and there’s tricks like having two or three sentences on the screen, but just long enough for people to read just the first one, so they have to watch the whole video again to read the rest of it.” He pauses. Then, the most important thing is good lighting, and use trending songs because they capture people’s interest instantly. “Everybody has a different audience, and you have to spend some time to get to know yours. But Derulo is downright scientific about his posts and made sure that he’d established himself on the platform before he tried promoting music to his followers. Many of the songs by older artists that have exploded on TikTok have been flukes - like Fleetwood Mac’s 45-year-old “Dreams” - and younger artists who are social-media natives tend to say they “just do what feeling” when asked about strategy. Most significantly, last month he inked a long-term deal with Atlantic Records, after launching several singles embraced by a rabid TikTok audience. Not only is Derulo the most followed artist on the platform (he ranks 12th overall, behind social media personalities Charli D’Amelio and Addison Rae) but he has a graphic novel, a podcast, a vodka line and a book about social media strategy in the works. “That is astronomical growth in just 12 months.” “That was last March, when he had about 6 million followers - and now he has 43.7 million,” she marvels.

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“So I went to his house, just before lockdown, and we spent about two hours going through best practices, how to create content and talking through a content strategy. Early in the process, Derulo met with Isabel Quinteros Annous, TikTok’s head of music partnerships and artist relations. Needless to say, it didn’t explode by itself. More than half of the top TikTok videos are comedy, so I’d post things and be like, ‘OK, they don’t respond to this, but they seem to like that,’ and learned what made it tick,” he laughs, “for lack of a better word. But because I was at home, I started to experiment with it. “And when it started, TikTok was more of a dance app, and I tried a challenge or two.

“I was never really a social media guy because Twitter and Instagram didn’t really speak to me,” Derulo says.