Findings:
Disney is shifting away from its traditional reliance on Broadway veterans and established songwriters in favor of social media influencers in the music space.
For Moana 2, Disney has replaced Lin-Manuel Miranda with the TikTok songwriting duo Abigail Barlow and Emily Bear. The duo gained fame for their unofficial Bridgerton musical.
This change marks a significant departure from Disney's usual hiring of seasoned Broadway composers, signaling a new creative direction in the company’s music strategy.
Key Takeaway:
Disney's approach to music in movies is evolving, with an increasing trend toward collaborating with new and viral social media-driven talent, a move that reflects the power of TikTok culture and the changing landscape of music composition in mainstream entertainment.
Trend:
Social Media-Driven Music Creation: The trend is moving towards viral, social media-based songwriters replacing traditional Broadway talent for major movie productions.
Consumer Motivation:
Consumers are motivated by the novelty and excitement of fresh, viral music created by socially influential figures rather than established professionals.
There is a shift toward new, relatable voices in music, driven by the consumption habits of younger audiences who are heavily influenced by social media and trending content.
What is Driving the Trend:
Social Media Influence: TikTok and other platforms allow unknown artists to gain quick fame, making them attractive collaborators for big studios like Disney.
Cultural Shifts in Music: Younger audiences are more likely to connect with social media influencers than traditional songwriters.
Who Are the People Article is Referring To:
TikTok Influencers: Specifically, Abigail Barlow and Emily Bear, a songwriting duo in their 20s who gained popularity on TikTok.
Disney Fans: Mainly younger viewers and families who are consuming Disney content via social media and streaming platforms.
Description of Consumers, Product, or Service:
Consumers: Primarily Gen Z and Millennial Disney fans who are active on social media platforms like TikTok, Instagram, and YouTube.
Product/Service: Music in Disney movies, particularly in Moana 2, where the soundtrack plays a pivotal role in the film's success. The service is centered around music-driven storytelling in animated films.
Conclusions:
Disney is adapting to changing tastes and viewing habits by diversifying its talent pool, looking beyond Broadway veterans and including more social media influencers.
This creative shift, although controversial, could tap into a new audience and bring fresh energy to Disney's music and storytelling formula.
Implications for Brands:
Brands in the entertainment industry should consider partnering with social media creators to enhance their reach and connect with younger, digitally-native audiences.
Disney’s move could prompt other entertainment companies to shift towards social-first collaborations that appeal to the digital generation.
Implications for Society:
As social media-driven content continues to shape entertainment, society may see an increased focus on viral fame and less on traditional professional credentials.
This shift might challenge long-standing hierarchies in the music and entertainment industries.
Implications for Consumers:
Consumers will likely see more innovative music from emerging artists, offering a fresh perspective and sound in mainstream media.
However, the rise of influencer-driven content may also raise questions about authenticity and long-term artistic quality.
Implications for Future:
The trend of social media-driven creativity in the entertainment industry could increase, with more studios embracing TikTok influencers and online creators for content production.
Consumer Trend:
Social Media Creativity: The growing influence of social media platforms like TikTok in shaping entertainment content and talent.
Consumer Sub Trend:
TikTok Musicians: Viral social media figures transitioning into the mainstream entertainment industry, with a focus on music.
Big Social Trend:
Influencer Culture: The rising dominance of social media personalities in shaping popular culture, including entertainment, fashion, and music.
Local Trend:
TikTok Music Trends: Increasing use of TikTok’s viral nature to influence the music industry, particularly in movie soundtracks.
Worldwide Social Trend:
Viral Fame: The global trend of TikTok stars becoming mainstream celebrities across various industries, including entertainment.
Name of the Big Trend Implied by the Article:
Social Media Songwriting in Movie Soundtracks
Name of the Big Social Trend Implied by the Article:
Influencer Culture in Entertainment
Social Drive:
TikTok Virality: The need for rapid attention and the ability to spark trends that can reach millions of people globally.
Learnings for Companies to Use in 2025:
Companies should capitalize on the influence of social media celebrities and explore collaborations with viral content creators to expand their reach.
Studios and brands should recognize the value of user-generated content and social media-driven trends in shaping future projects.
Strategy Recommendations for Companies to Follow in 2025:
Incorporate Social Media Stars: Actively seek collaboration with influencers and viral creators in upcoming projects.
Leverage TikTok for Promotion: Use TikTok as a platform for music and content promotion to reach younger audiences in a more authentic and organic way.
Tap into the Audience's Desire for Fresh Voices: Focus on discovering new talent and incorporating unconventional, non-traditional creators into mainstream projects.
Final Sentence (Key Concept):
The trend of social media-driven creativity in the entertainment industry, particularly in movie soundtracks, marks a shift towards more viral, audience-engaged content that reflects modern media consumption habits.
What Brands & Companies Should Do in 2025 to Benefit from the Trend and How:
Brands should collaborate with viral content creators to craft marketing campaigns or music tracks that resonate with younger audiences and align with current social media trends.
Entertainment companies, like Disney, should continue integrating social media influencers into the creative process to appeal to new generations of viewers, ensuring that the content feels fresh and contemporary.
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