How Do You Predict the Next TikTok Music Hit? With a Ton of Data

Data-driven startup Songfluencer uses analytics to drive TikTok marketing instead of “randomly handing checks to influencers”

Early in 2019, Sub Urban’s “Cradles” — a pinging, defiantly introverted single — helped establish a path that has now become commonplace in the music industry: A deluge of TikTok users picked “Cradles” to soundtrack their 15-second videos, leading to a surge in streams, and the wave of interest helped carry Sub Urban all the way to Number One at Alternative radio.

Sub Urban signe