What’s a better way for a song to hit the charts than taking over social media like a storm? Well, that’s just what Latto has done. Latto is now introducing her third studio album labeled “Sugar, Honey Iced Tea”. “Brokey” is the fourth single on this album to be released. But what has led this song to sweep the For Your Page of TikTok?
This song focuses on the idea of success and the top luxuries of life. “Brokey” tells the story of how Latto’s success in the music industry has led her to live such a luxurious life. The Atlanta rapper has been seen flaunting her one-of-one diamond watches made by Wafi Amin Lalani, custom Chrome Hearts patchwork bags, and her baby pink Lamborghini Urus. Wow is that a different tax bracket?! However, the media and some of us normal folks who lack the Lamborghinis and custom audemars piguet did start to question, is she saying we are less than? The song references some comparisons that started to conjure up the idea that this song could be controversial. “B****es got to wait till their birthday to go out of town.” or even “When you mention me don’t forget rich as f***.” The conversation that this song brought out sparked an incredible marketing idea and was an incredible way to get the community involved in her song.
The two-time Grammy-nominated rapper took to social media with the idea of creating a challenge in which working-class individuals would film music video style TikToks to her song “Brokey.” Showcasing what they do at work and getting their co-workers involved. The video styles range between a group of doctors, Starbucks employees, and even airport employees. The winner with the best video received $10,000 and a spot in Latto’s music video for this song alongside Rubi Rose and Alabama Barker. Yadira Ramirez won the challenge with 4.3 million likes and just shy of 40 million views. The song has over 240.2k posts under it advising the song whether it be through the challenge or just using it as a title song on a regular video. And what a great marketing idea this was. As social media and the way of advising matures and changes so do artists. The idea of paid billboards and artist campaigns on toothbrushes has changed to trends, colors, and even phrases; and that’s just what Latto has done. The Ohio rapper is now on her tour for this album and recently just played in Brooklyn at the Barclays Center on Halloween night as the fifth stop in her tour. She has dates lined up until December 7th which include stops in Los Angeles, Austin, and Toronto.
