Rising stars like Doja Cat and Megan The Stallion may be able to attest to the power of TikTok as a promotional tool to help hoist songs to higher regions on the Hot 100, but so can their more seasoned counterparts like Kesha and Jason Derulo.
The latter has become a poster child of sorts for the benefits of strategic marketing using the platform as his time and monetary investments into the controversial social media venture have proven themselves fruitful multi-fold.
Having already boasted making millions from his own trendy TikTok videos, now – thanks to increasing interest of a dance challenge for his latest song ‘Savage Love’ – the 30-year-old has found himself re-entering the Hot 100 for the first time in a long time.
After last entering the Hot 100’s top 40 with the Nicki Minaj and Ty Dolla $ign-assisted ‘Swalla’ in early 2017, Derulo tunes that followed – including ‘Tip Toe’ (featuring French Montana), ‘Colors’ (featuring Maluma), ‘Mamacita,’ ‘Let’s Shut Up & Dance,’ and more – failed to dance onto the tally at all.
That changed with ‘Savage Love,’ which features New Zealand music producer Jawsh 685. Released just last month, the song quickly found footing with TikTok users who responded to Jason’s dance challenge call with viral proportion.
The result? This week the tune hopped 12 spots on the Hot 100 to land at #31 on the refreshed edition (as we reported here). The entry marks his first time in the chart region since ‘Swalla.’