Sara Kays is turning TikTok virality into a genuine surge on DSPs
Her unique storytelling on TikTok has helped her track "No Matter the Season" gain a lot of traction on Spotify
Originally posted on April 22nd…
Sara Kays is turning 6.0m Views on TikTok into strong DSP growth with "No Matter the Season," gaining 13.7k Spotify Followers and 888.3k Streams on the song in just under 1.5 months.
Hailing from Indiana, Sara Kays is seeing a massive surge in growth on her single "No Matter the Season" (released 03/06/20), for which she recently released an acoustic version to DSPs on April 6th. The excitement around the song originates from TikTok, where Kays has an audience of 182.3k Followers and totals 2.8m Likes. After making a TikTok to introduce the new song and its meaning on March 6th, fans immediately responded, and the video has since gained 6.0m Views as well as 1.6m Likes at present date.
This virality immediately translated to DSPs. On the day the TikTok was posted, Kays had 3.0k Followers on Spotify. 4 days later, on March 10th, she had jumped up to 8.4k Followers, gaining 5.3k (+174.2%) Followers in less than a week. Since, Kays has climbed up to 16.8k Followers at present date, noting a remarkable surge of 13.7k (+446.2%) Followers in just under 1.5 months. At present date, "No Matter the Season" logs 888.3k Streams, while the lyric video for the song sits at 97.1k Views on YouTube.
Within the past few weeks, the song has received a bump from Spotify, landing in editorial playlists Modern Soft Pop (452.5k Followers) and Teen Beats (159.4k Followers) but still growing largely on its own. As a result of this genuine surge, fans are sticking around and streaming older music from Kays, as her second and third most popular songs - "Rich Boy" (released 10/06/18) and "Down Low" (released 06/29/19) - track 356.6k Streams and 217.1k Streams, respectively.
Another possible contributor to the recent growth has been Kays' steady following on social media, where she holds an audience of 17k Followers on Twitter and 36.8k on Instagram, averaging over 1.9k Likes per photo on the latter. In addition, Kays' YouTube currently logs 8.1k Subscribers and is seeing a weekly growth of 1.1k new Subscribers and 45.5k Views, mainly in result to the recent virality of "No Matter the Season."