This story was originally published on Passionfruit.
In a 2021 TikTok study, 75% of users reported that they discover new artists through the app. But not only is TikTok used to promote new music, it also brings classic hits back to virality—we all remember the nationwide renaissance enjoyed by the likes of Fleetwood Mac’s “Dreams.” In fact, more than 80% of users on the platform reported thinking that nostalgic sounds enhance their TikTok experience.
This week, the Daily Dot spoke with Griffin Haddrill, the 24-year-old CEO and Founder of VRTCL, a viral TikTok marketing and content agency. Haddrill works with high-profile brands, record labels, and celebrities, and has propelled the success behind top TikTok singles including “Montero” by Lil Nas X and “Stay” by Kid Laroi and Justin Bieber. He has also worked on campaigns to revive old hits like “Heat Waves” by Glass Animals, “More Than A Woman” by the Bee Gees, and “Somebody I Used to Know” by Gotye.
Haddrill shared why he started his own agency, how he harnesses moments of virality to create a FOMO effect, what he looks for in creators to partner with, what makes a good TikTok audio and more in an exclusive interview with the Daily Dot.
