A Canadian band that had been together for over a decade recently split from their label and released a new track. Despite previous attempts to gain traction on TikTok, their song unexpectedly went viral and became a massive hit. The lead guitarist and co-founder of The Beaches expressed her gratitude to the platform.
On May 22, The Beaches shared a short clip on their TikTok account featuring a recording of their new track, “Blame Brett,” with lead singer Jordan Miller on vocals. The band had previously teased the song online with little success, but this time was different. The video garnered 2.9 million views and over 1,300 comments from captivated viewers eager to hear more. This unprecedented success marked a turning point in the band’s career.
The song quickly gained popularity, accumulating hundreds of millions of views on TikTok and climbing the charts on Spotify. As a result, the band experienced sold-out shows across the United States. The Beaches had experimented with various video formats in the hopes of finding one that resonated with audiences. Ultimately, it was a behind-the-scenes TikTok of Jordan recording the verse that propelled the track to viral status.
The band was amazed by the overwhelming reach of their viral video. It garnered numerous comments and views within hours, a sight that Kylie Miller, the lead guitarist and co-founder, described as “wild.” Capitalizing on this initial success, The Beaches continued to post clips featuring the track, accumulating hundreds of thousands of views on each. Fans expressed their love for the song and flocked to the band’s Spotify page to listen to more of their music.
TikTokers began incorporating the song into their own videos, resulting in a surge of popularity. The track served as background music for fashion showcases and dance routines, amassing over 680 million views across various clips. The Beaches, who had established themselves in the Canadian music scene, struggled to break into the American market until their TikTok success catapulted them to a larger audience.
The band recognized the impact that TikTok had on their newfound success. Their monthly listeners on Spotify grew from 200,000 to 1.6 million, with “Blame Brett” becoming their most popular track. The song even reached number two on Spotify’s US Viral Chart. The band noticed a shift in their fan demographic, attracting younger women who resonated with the song’s themes of heartbreak.
The TikTok success directly translated into more ticket sales and increased streams. The Beaches were selling out shows in the US and receiving radio play, an accomplishment they had not previously achieved. The band members experienced increased recognition in public, with Kylie Miller particularly being recognized from her appearances on TikTok. Though initially overwhelming, the overall success was something the band had longed for and felt incredibly fulfilling.
The Beaches released their latest track, “What Doesn’t Kill You Makes You Paranoid,” in August and have plans to release their album “Blame My Ex” on September 15. They continue to create TikTok videos to promote their new music and ride the wave of TikTok’s influence, as it has proven immensely beneficial to their career.
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