Seafret’s ‘Atlantis’ was released in 2015 and started trending this year (2022) off the back of UGC sped-up and sloweddown versions on TikTok. Different trends were surfacing globally, but predominantly they were sad TikToks of creators identifying with the lyrics. The band leaned in on TikTok, introducing themselves to new fans. This got huge engagement: their followers on TikTok shot up, together with streaming consumption of the track.

As various speed versions were trending, we delivered all the most popular sounds officially.

We also delivered a vari-speed EP to all DSPs, combining the different speed and original versions into one digital product.

We identified YouTube as an area for development so delivered visualisers, a brand new lyric video and lots of new content to YouTube Shorts, which the band had never used before.

The band also did radio interviews about the new success of the track.

As this trend was so international, we posted TikTok videos in multiple languages, and the band recorded custom liners for key territories. We also ensured the band were replying to fans comments in their own language (with the help of Google Translate).

On TikTok, the band went from rarely posting to posting multiple duets, and leaning in on TikTok’s focus hashtags. We realised there were lots of acoustic covers of the track on TikTok so the band posted a ‘sing along with me video’ and Harry posted a piano version for creators to duet.

On 24th October, the band announced a new remix of ‘Atlantis’ and told fans to head to their Spotify canvas of Atlantis Extra Sped Up for a clue as to who did the remix. There, we teased Seeb’s logo and posted on socials asking fans to guess.

We also did a 24-hour pre-release for the track on short form video platforms and the band promised to duet their favourite videos using the sound.

On 28th October, Seafret and Seeb released a brand new remix of ‘Atlantis’. We accompanied this release with a new lyric video.