TikTok is known for its myriad trends and subcultures. Many of these involve music. Recently, a trend has emerged where DJs are taking funny, popular TikTok sounds and remixing them into their live sets.

This phenomenon isn’t just about riding the wave of social media—it’s a calculated move that resonates deeply with zillennial audiences.

Here’s my POV on why DJs are increasingly incorporating these viral sounds into their performances.

Shared Experiences and Cultural References

TikTok has become a massive cultural hub, where memes spread like wildfire, creating a shared experience among users. When DJs remix these familiar sounds, they tap into a collective reference that immediately connects with the audience, giving them the urge to sing along, dance or even create their own TikTok videos right there at the venue.

Imagine being at a live set and suddenly hearing the iconic “I’m looking for a man in finance” sound. The crowd instantly recognizes it, producing a moment where worlds collide. This generates unity and excitement, making the performance memorable.

@norellb Help her find her man!!! @Girl On Couch @LOUD LUXURY #finance #brooklynmirage #foryou #foryoupage #dj #newyork #loudluxury #fypage #remix #summer2024 #edm #nobu #johnsummit #looking ♬ original sound – Norell Catherine

Opportunity for Participation

TikTok encourages users to participate by creating their own videos using popular sounds. So, DJs who post their remixes to the platform make just as many waves as they do with live performances.

Examples include Malibu Babie’s remix of the “man in finance” song and Tima Page’s mix of it with G6. Some creators take it further and do mashups with multiple popular TikTok sounds. For instance, DJ L BEATS’ “I’m looking for a man in finance” x Cher’s iconic “I am rich man” quote.

@dj.lbeats Replying to @Theresa ugh I love these #maninfinance #cher #iamarichman #maneater #mashup #dj ♬ Man in Finance x I am a rich man by L BEATS – DJ L BEATS

Leaning into Gen Z’s Absurd Humor

Gen Z is known for its unique brand of humor—one that often leans towards the absurd and chaotic. TikTok is a treasure trove of such comedy, with sounds and memes that are quirky, unexpected and sometimes downright bizarre.

DJs who remix these sounds are tapping into chaotic energy, creating an atmosphere that feels spontaneous, fun and made for social. This kind of humor is part of what makes their performances super-shareable.

For example, with TikTokers obsessing over the “Pookie is looking amazing tonight” videos, LOUD LUXURY took one of Pookie’s most popular clips and seamlessly integrated the sound into a beat drop. This absurd energy is what has people saying, “I’d pay however much money to see this live.”

@loudluxury OUR RETURN TO BROOKLYN MIRAGE IS ON SALE NOW ? not sure if we’ll play this tho… #pookie #jet #remix ♬ original sound – LOUD LUXURY

The trend of DJs remixing popular TikTok sounds into their sets is a fun and sometimes frantic intersection of culture and music. By doing so, DJs create performances that are not only entertaining but also deeply engaging.

So next time you’re at a live set and hear a familiar TikTok sound, get ready to join. It’s all part of the show!

To gain persistent cultural relevance, brands must pay close attention to changes in what people value and how that is reflected across online actions and interactions.

We’re entering an exciting new era of social media, where platforms are constantly emerging and evolving, racing to give users new functionality to satisfy changing beliefs and behaviors.

Few groups are more-coveted by marketers than Gen Z. Their relationship with social media is markedly different than prior generations. Gen Z embraces a more fragmented ecosystem, effortlessly navigating a diverse array of apps, each catering to specific needs and interests. This fragmentation increases the expectations on platforms, their creators and the brands that attempt to share the space.

Gen Z is prioritizing positivity, authenticity, while pushing for anonymous self-expression and snackable entertainment. These distinct values are shaping the social landscape and redefining the way marketers must think and act if they want to make connections.

Good vibes only

Rebelling against the millennial instinct to forge ahead and simply avoid trolls, Gen Z is bringing much needed balance to the social sphere. It’s inspiring to see that the majority of Gen Z (69 percent) are “focusing on using apps that feel like positive environments” (Snap). Through placing greater importance on mental health and happiness, they’re challenging platforms to join them, or rick being left behind.

Brands that align themselves with positivity have that energy reflected back in their direction, and often magnified. So, while every logo doesn’t need to include jazz-hands, it’s not a terrible idea to create work that aims to inspire, support and celebrate the good in the world and our best selves.

One app that rode this trend to a recent acquisition is Gas. Designed to enhance users’ self-esteem, Gas allows folks to build friend circles and participate in polls regarding their peers.

Authenticity is real

After nearly a decade of a heavily-curated Instagram-aesthetic setting the tone, Gen Z is finding power in anti-perfection. People are moving away from neatness, tidiness and order.

This push towards authenticity is no longer niche, in fact, it’s more important to Gen Z than independence, changing the world, or (gasp) even wealth and fame. A whopping 92 percent indicate that being authentic and true to oneself is “extremely or very important” (EY).

Gen Z seeks such spontaneity through content and context—what they consume and where they consume it. They are refocusing their energy and attention toward spontaneous events and real-time sharing. This applies not only to what they create, but also to everything in their feeds, including content from friends, creators and brands.

Embracing a more spontaneous and authentic approach to content creation isn’t necessarily groundbreaking, but it’s worth reiterating. Many marketers are reluctant to accept that their elevated brand guidelines aren’t truly serving them and their audience.

We often see an inverse relationship between fidelity and performance. The scrappiest, rawest, most off-the-wall platform-native content is the stuff that flies. In a recent TikTok campaign for a beauty client, UGC content received 2x more views, led to 2x more follower growth, and was 3x more engaging than traditional campaign assets.

In creating evergreen TikTok content for another brand, rather than partner with expected #beautytok skinfluencers, we looked to comedy, lifestyle and science creators to integrate and endorse our clients’ products. The engagement rate hit 74 percent above benchmark, in no small part due to their increased authenticity and believability.

The reality is that consumers are telling us what content to create, we just need to know how to listen and be prepared to respond.

Self-expression, but make it anonymous

Gen Z values their online identities more than earlier generations. After all, they grew up knowing that thousands of people can instantly celebrate or criticize them online. This is being illustrated through the use of anonymous accounts in larger numbers than any other group (Canvas8).

Privacy to Gen Z isn’t about blocking cookies or ensuring information isn’t sold to third parties (that ship has sailed). Instead, it can be assessed in four tiers: personal autonomy, emotional release, self-evaluation and protected communication. Whether looking for acceptance, freedom or a sense of comfort, Gen Zers have arrived at a new era where mysterious identities and personas top personal branding. Anonymous online spaces such as Discord and Reddit satisfy the desire to communicate in ways that feel less pressured and performative. They encourage self-expression and honesty.

As people rebel against the top-down social ecosystem, these spaces play a role in the rise of niche cultures. They provide a level playing field and allowing people to form connections through shared values and interests, rather than metrics and demographic characteristics like age or gender.

Overall, brands need to consider how they connect to Gen Z in both content and context. Stay close to behavioral shifts and constantly explore new apps and platforms—but most importantly, by play, fail, optimize and learn from it all. Rinse and repeat!

Even when we try to escape a culture trend from the past, there’s a TikToker somewhere trying to make it cool again. Remember the bedazzled Von Dutch hat from 2007? Or the viral dance craze fueled by 2010 pop songs like “Gangnam Style” and “Harlem Shake”? Yeah, they’ve recently come back.

That’s the cool thing about nostalgia. It’s cyclical. And TikTok has made it easier for old fads to trend like wildfire. We see this predominantly in FashionTok; we are amid a wild resurgence of ’90s and ’00s fashion trends, and even if TikTokers weren’t old enough to partake back then, they aren’t wasting any time in participating now. TikTokers like @tinygirlbigclothes and @tinyjewishgirl, for example, thrive at this and have built a community of followers as a result.

FashionTok isn’t the only niche where we are seeing old trends find new life. BeautyTok is bringing back thin eyebrows à la Drew Barrymore in ’98 and the blush application you’d see in a ’94 Chanel runway show. MusicTok is remixing ’10s hits with tunes that would have played at a dance club in ’91. And even DesignTok is getting in on the nostalgia craze by showcasing living room setups that replicate a ’92 Better Homes and Gardens magazine. All this to say, TikTokers have an obsession with the past, and it’s only going to grow stronger.

Where will nostalgia take us in 2022? All the signs point to the inevitable rise of 2013’s Tumblrcore. Think stud-embellished skinny jeans, gothic clothing and makeup, black-and-white vinyl records and the “IDGAF” mentality that ran rampant throughout that year. Are we just as scared as you are? Absolutely. But we must remember this was the time of free expression and self-exploration for millennials. As for Gen Z, it was a time when they would look up to their older siblings and think they were the coolest person in the world for wearing Dr. Martens every day and knowing every Paramore lyric. This era symbolized the eradication of what society told teens they should be and led to a whole new, badass generation that won’t take no for an answer. This is what Gen Z is already setting out to do, isn’t it? That looks pretty cyclical to us.

So, what does this mean for your brand?

Wherever nostalgia takes us in 2022, it’s important that you not only recognize the conversations happening on social media but participate and integrate yourself within them. If Tumblrcore does, in fact, come back, use that to your advantage. When creating original music, for instance, don’t be afraid to lean into the indie/punk genre to promote your brand. If you’re a makeup brand, it may be in your best interest to start showcasing some edgier, “hipster”-tinged looks on your feed. All that to say, social listening is key.

Whatever era your audience transports themselves back to this year, be sure to not only follow along but steer the ship.

Muse: What were you before?

Geoffrey Goldberg: Prior to this, I spent over a decade as an actor, singer and dancer on Broadway, and as a cast member on global musical tours. I was a performer and Dance Captain in Mary Poppins on Broadway, and performed in Chitty Chitty Bang Bang, 42nd Street, Singin’ in the Rain and more. My time on Broadway eventually led me to directing, writing and choreographing for stage and film.

What triggered your reinvention(s)?

Performing eight shows a week is extremely rewarding, but also rough on the body and soul. I realized there are other—and more impactful—ways to showcase my creativity, and tell and craft stories. When I started writing, directing and choreographing, I quickly caught the storytelling bug. I developed three full-length musicals, and a handful of short musical numbers. When a few of my online videos went viral (see below for an example), Evan Horowitz, my partner, saw an opportunity: What if I leveraged this creative storytelling and partnered with brands to tell their stories in a fun, entertaining and joyful way? And so we started our creative agency Movers+Shakers.

What did the first steps look like?

We started off by making a few proof-of-concept videos—fun, musical, entertaining spots that brought brands to life in an unexpected and compelling way. These got our foot in the door for conversations with bigger brands.

We quickly started gaining traction, leveraging my experience in musical storytelling in videos for Match.com, Little Tikes and Razor Scooter. Then, when TikTok started to grow in popularity, we jumped right in, working with e.l.f. Cosmetics and launching what became the most viral campaign in TikTok history.  

What was one hard obstacle to overcome?

I’d say the biggest hurdle was that I had zero experience in marketing. But honestly, that lack of experience, specifically in the advertising world, has proven to be a boon in the long run and has allowed me to think outside the box, creating ideas that no other agency is thinking of! So, I guess I’d say the main obstacle was that we were just an unknown entity. Here are two people running a marketing agency who didn’t come from the agency world, trying to get a meeting based purely on our creativity and grit.  

What was easier than you thought?

Figuring out how to tell these stories for brands! At the end of the day, I am a storyteller, an entertainer, and I come with no baggage or rulebook from decades of agency life. And so, we just put forward ideas that made sense, that made us laugh or smile, and that were unexpected, joyful and never been done before. And those were the ideas that brands loved.

What’s something you learned along the way that other people, hoping to do something similar, should know?

Every single experience in your life has brought you to this moment, and one of the biggest tasks in reinventing yourself is to look back and take stock in those learnings. Peel them back and build a toolkit of experiences for yourself that you can take into any situation.

For example, starting off as a performer, auditioning 10+ times a week for months on end, committing 100 percent of my time, yet getting rejected 99 percent of the time, you could say that has nothing to do with running an agency. But then I stand up in front of a room of executives, flip on the PowerPoint to “sell” the biggest idea our company has ever come up with, and think to myself: “Oh yeah, I’ve been training for this my whole life.”

Did anyone or anything inspire you along the way?

Collaboration. We simply cannot, and should not, do this alone! I’ve always been inspired by the people I work alongside, whether that was on the Broadway stage, a writing partner on a musical, or the insanely talented people I have on my team at Movers+Shakers.

What has this fundamentally changed for you?

I spent years chasing my dreams, walking into an audition room, singing my heart out, and hoping that someone sitting behind a table would make a decision that would change my future. Now, I’d rather be the one deciding my fate, and instead of chasing dreams, I’d rather be writing them. 

Do you think you could go back/do you want to?

I love to dance and sing, and now I tap dance in my garage with my 3-year-old daughter, and we sing songs at the piano together. Would I ever go back to a career as a performer? No. I’ve moved on from that. But it will always be a part of who I am. I still write, direct and am involved in the theater world today, and I use the learnings from my background in entertainment every day in helping tell stories for our clients.

Tell us your reinvention song.

“My Shot” from Hamilton by Lin-Manuel Miranda. I mean, come on, it had to be a Broadway song, and I work a ton in the pop and hip-hop space now, so I thought this would be appropriate.

Aside from the fact that Lin is an absolute genius who gave everything he had to put his vision onto page, paper, and eventually onstage, and inspired people with his words and music, this song captures that moment of the unexpected decision to lean in, or back off. To seize the moment and believe in yourself against all odds, even when other people call you crazy, and to decide right then and there to commit.

How would you define yourself now? 

I am co-founder and chief creative officer of Movers+Shakers, a disruptive creative agency on a mission to spread joy. Our clients rely on us to push them into tomorrow, creating cultural relevance across mainstream and emerging social platforms. 

With 100 billion+ views on our TikTok campaigns, we have been named by some as “the TikTok whisperers.” We were also named one of Fast Company’s Most Innovative Companies in 2021. I get to work at the nexus between brands, the consumer and culture in a really exciting and entertaining way!