May 23rd 2024.
Paul Russell is a rising star in the music industry, and it's all thanks to his hit song, "Lil Boo Thang." Despite the common belief that social media is killing the music industry, Paul's undeniable talent has proven that it can also be a platform for success. At just 26 years old, he became a breakout sensation overnight, thanks to the mysterious workings of the TikTok algorithm.
Hailing from Texas, Paul has been making music for years, but it wasn't until he posted a clip of "Lil Boo Thang" on TikTok in 2023 that his career took off. The song quickly went viral, becoming a staple on the app, and Paul wasted no time in turning it into a full-length single. It peaked at No.14 on the Billboard Hot 100 and led to a major record deal. With the music industry's support, he's now releasing more feel-good songs and performing at high-profile events like the White House Easter Egg Roll, where he entertained the Bidens.
During our chat with Paul, he was warm, personable, and quick with a joke. It's no wonder that over half a million people follow his journey on TikTok, and it's clear that he's still coming to terms with his newfound fame. Reflecting on the sudden success of "Lil Boo Thang," Paul admits, "It was so unexpected. Everything felt like it changed overnight."
Going from a regular 20-something with a desk job to an international superstar in just a few days can be overwhelming, but Paul doesn't mind the changes in his personal life. In fact, it allowed him to indulge in a $400 candle he had been eyeing for years. "I think most of my friends treat me the same now," he shares, considering his fame. "You know, there are definitely a lot of people who are kind of like, 'Oh, you're my best friend.' But I kind of don't mind it. I think maybe one day if I'm so huge that everyone is doing that in my life, I'll be like, 'I just want someone to be real.' But it's like, hey, people are treating me really nice because they want something from me, [He laughs] but at least they're treating me nice."
Although TikTok played a significant role in his success, Paul is not entirely on board with the way the algorithm is shaping the music industry. He admits, "I think the bad thing is people will make music for TikTok, which you know, I've even been guilty of doing that." He explains that he has listened to a lot of music that has worked on the platform and felt the pressure to create something similar. "You get to a place where you don't really like what you're releasing, but you're still doing it because you think it's gonna work."
Despite his reservations, Paul acknowledges that TikTok has allowed him to reach a massive audience that he would never have reached otherwise. However, he also worries that this popularity-at-the-whim-of-feed-algorithms phenomenon makes it challenging for artists to establish a loyal fan base. "I feel like music, in general, is more song-based than artist-based now," he says. "It takes longer for artists to build their own fan base because every person is gonna hear so many songs every single day. And so it's hard to make people care."
Paul goes on to share his insights into how TikTok serves music to its users, the very process that worked to his advantage. He explains that if the algorithm knows a user likes a certain type of music, it will continue to serve them that kind of music, not necessarily by the same artist. "If I really like slow ballads, my TikTok algorithm is gonna know I like slow ballads, and every time somebody makes one, it's gonna come on my feed."
This creates a phenomenon where it's easier than ever before to become a one-hit wonder, but harder than ever to grow a loyal following. As Paul puts it, "I feel like it takes more effort and more thought to try to not only craft your sound but also create so much more about yourself." Despite his success on TikTok, he's uncertain if the app is ultimately beneficial for artists. "You have to figure out your brand, your sound, and all of these things to cut through and make people stick with you. So that's definitely something I'm trying to figure out these days."
When asked if he feels the pressure to create a brand that lives up to the success of "Lil Boo Thang," Paul responds emphatically, "I think about that all the time. Maybe the pressure isn't necessarily living up to it, but more of how do I keep this going?" He's well aware of how fickle fame can be and says, "I don't want to just get to a place where it's like, okay, that was a time in my life, and now, it's over."
Fittingly, Paul's TikTok bio reads, "Aspiring two-hit wonder." And with his talent, hard work, and charming personality, we have no doubt that he will continue to rise to stardom and make his mark on the music industry.
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