INDEX
The Impact of Viral Success on Social Media
There’s been a growing belief among younger generations that the buzz and popularity on social media are more important than the music itself, and music labels are increasingly focused on how to create that buzz. I think we’re at a turning point right now. What happens to those efforts if platforms like TikTok and Instagram disappear? The nature of the internet is changing, and it’s challenging to stay ahead of it. Has the global success of “Obsessed” changed anything for you?
Ayumu： It wasn’t until I saw how a single TikTok video could drive such impressive numbers that I fully understood why focusing on social media is important. When I couldn’t see the numbers despite my efforts, social media sometimes felt a bit ridiculous. But with “Obsessed,” I’ve found it easier to engage with social media and create content more comfortably.
One of the questions you had previously sent to SIRUP was about how he views the recent trend of simple-sounding songs becoming popular. Since “Obsessed” also has a simple sound, has the success of “Obsessed” changed your approach to making music?
Ayumu： I like the song itself, but I thought it was something I would never release as a single. So, I’m grateful that TikTok exists in this era. At the time, I released it with the attitude of “Let’s see how it performs and if it gets good reactions, we’ll release it.”
SIRUP’s “LOOP” also went viral, but wasn’t it originally considered for rejection?
SIRUP: Exactly. Ayumu’s previous songs had a lot of gimmicks, but “Obsessed” was different. It seems like minimalistic songs go viral on social media because they’re easier for listeners to react to.
Ayumu： TikTok and Instagram Reels are more about hearing a snippet of about ten seconds rather than listening to the full track. So, it makes sense that minimalistic and straightforward songs might perform better.
SIRUP： “Obsessed” had a more approachable side compared to the “super cool Ayumu Imazu” of the past, with a sense of familiarity and reality in its lyrics. I think that’s why fans were so pleased with it.
