Beyoncé’s new single seems tailor-made for viral dance crazes. It also comes at a time when Universal Music Group artists are still muted on the platform.
In her delightfully cheeky Verizon Super Bowl commercial, Beyoncé swore to do one thing: Break the internet. As the commercial demonstrated, she could not—at least not in the literal sense. Instead, after the commercial ended, she did something else: She hacked the internet, dropping two new songs, “Texas Hold ’Em” and “16 Carriages,” the former of which is already on its way to becoming TikTok’s viral dance song of the year. This was always going to happen.
Back in January, after the two companies failed to come to terms on a licensing agreement for UMG music, the massive record company pulled songs that it owns the rights to from TikTok, including cuts from artists like Taylor Swift and Billie Eilish. That means any video using music from those artists now plays without sound. Beyoncé’s music is distributed by Columbia/Sony, a UMG rival, so “Texas Hold ’Em” now sits at Number 5 on TikTok’s Viral 50 list.
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