Musicians know that a TikTok hit can make them a star. But as mainstream artists like Justin Bieber try to manipulate their singles into viral TikTok sensations, the process of trying to force something to go viral is becoming increasingly cringe-inducing.
Bieber’s done quite a bit to promote his single “Yummy” on TikTok, but everything came to a head Sunday night. Bieber alerted fans on Instagram yesterday to a Super Bowl campaign with Chipotle that would take place on TikTok during commercial breaks. Bieber teamed up with some of TikTok’s biggest personalities to “create content [for Chipotle] to go along with ‘Yummy,’” the singer’s most recent single. He later uploaded a TikTok compilation video to his YouTube channel.
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