‘End of beginning’ by Djo Sees Resurgence Thanks to ‘Stranger Things’ and TikTok
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The song “End of Beginning” by Djo, the musical project of actor Joe Keery, is experiencing a remarkable resurgence in popularity, fueled by its prominent placement in the hit Netflix series Stranger Things and a growing presence on TikTok. Originally released in 2019, the track has steadily climbed the charts in recent months, demonstrating the power of sync licensing and social media in revitalizing music. This success story highlights a shift in how songs become hits, proving that cultural moments and organic finding can be just as impactful as customary marketing campaigns.
The ‘Stranger Things’ Effect and TikTok’s Influence
“End of Beginning” first gained traction after appearing in a pivotal scene in Season 4 of Stranger Things, featuring Keery’s character, Steve Harrington.https://www.rollingstone.com/music/music-news/djo-end-of-beginning-stranger-things-tiktok-1234944449/ This exposure reintroduced the song to a massive audience, many of whom were already fans of Keery’s work.
Simultaneously, the song began gaining momentum on TikTok, where users created videos using “End of Beginning” as a soundtrack. https://www.billboard.com/music-news/djo-end-of-beginning-stranger-things-tiktok-chart-1235541448/ The combination of these two factors propelled the song to new heights, landing it on the Billboard Hot 100 chart in late 2023 – four years after its initial release. As of January 2024, the song continues to see significant streaming numbers.
Djo: More Than Just a Celebrity Side Project
For Keery, the success of “End of Beginning” validates Djo as a serious musical endeavor. He began releasing music under the Djo moniker in 2019,crafting a distinct sound rooted in 80s-inspired synth-pop and choice rock. https://www.nme.com/features/joe-keery-djo-interview-stranger-things-3419991 The song’s enduring popularity demonstrates genuine listener thankfulness, rather than simply benefiting from Keery’s celebrity status. It proves that Djo has built a dedicated fanbase that extends beyond Stranger Things viewers.
The Long Tail of Modern hits
The story of “end of Beginning” exemplifies a growing trend in the music industry: the “long tail” of hits. Songs are no longer necessarily defined by a brief period of initial popularity followed by obscurity. Instead, they can experience renewed life years after release through various channels.
This phenomenon is driven by:
* Cultural Moments: sync placements in popular television shows, films, and commercials can introduce songs to new audiences.
* Platform Algorithms: Streaming services and social media platforms utilize algorithms that can resurface older tracks based on user preferences and trending sounds.
* Word-of-Mouth Discovery: Social media platforms like TikTok facilitate organic discovery, allowing songs to spread virally through user-generated content.
Key Takeaways:
* sync Licensing is powerful: Placement in Stranger Things was a major catalyst for the song’s resurgence.
* TikTok Drives Discovery: the platform played a crucial role in amplifying the song’s reach.
* Hits Can Have a Long Life: Songs can find renewed popularity years after release.
* Authenticity Matters: Djo’s success demonstrates that genuine musical talent can resonate with audiences.
Looking Ahead
The success of “End of Beginning” signals a changing landscape for the music industry. Artists no longer need to rely solely on traditional promotional methods to reach a wide audience. Cultural relevance, strategic sync placements, and the power of social media can all contribute to a song’s longevity and success.As platforms continue to evolve and new cultural moments emerge,we can expect to see more songs experience similar journeys of rediscovery and renewed popularity.