The 'evergreen pre-save' allows artists to capture fan interest as soon as a song snippet is posted on TikTok. Managers see it as key tool for helping break artists.
Feature.FM built its tool specifically to skirt those “traditional methods” — it doesn’t need to be pegged to any public release date or a finished song. If an artist posts a chorus on TikTok and it goes viral, he or she can start driving curious listeners to pre-save immediately, as Kushner, Cameron, and others have done in recent months.
“When you’re getting these evergreen pre-saves, you’re learning about your audience: email, demographic, hometown location,” Lockhart adds. “It helps you paint a more robust picture of your fanbase, which then informs who to go after in the future [with marketing campaigns].” Kushner’s management tested the Feature.FM tool in November, and soon he was benefitting from a pair of popular evergreen pre-save campaigns simultaneously. One of them, for a snippet of “Miserable Man,” amassed 146,000 pre-saves before release. Kushner’s follow-up, “Mr. Forgettable,” has already generated a similarly impressive pre-save count before dropping Friday.
By helping the slow-to-adapt music industry conform to the full-tilt rhythms of TikTok, these pre-save tools are also raising questions about what it means to make a song. The music industry is still invested in the traditional idea of what a popular song has to be — it probably has a verse and a chorus, for example, and lasts longer than 90 seconds.
Right now, a song still has to be played for at least 30 seconds to register on streaming platforms and trigger an eventual payout. As the music industry is forced to embrace the flexibility of TikTok, maybe, in the future, the idea of “finishing” a song will become obsolete. One strong hook or one verse might be all an artist needs.
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