Surge Content runs TikTok music campaigns for record labels, artist teams and independent artists. Instead of renting reach from a clipping campaign, Surge builds a network of fan pages and theme pages registered to you, produces the content, and optimises every post against 500,000+ Surge posts. When the campaign ends, the pages and their followers stay with you for the next release.
What a music campaign does
- Launches new artists. For lolwtfitsjake, an unsigned artist starting from zero, Surge built 264 theme pages and posted 24,000+ videos: 32M+ views, 12M+ streams and a 300,000 daily peak, at a $0.41 CPM.
- Activates catalogue. For Milky Chance, 30 fan pages across multiple niches drove a 13-year-old record, "Stolen Dance", to 2 billion streams.
- Builds sounds. For MOLIY x Tyla, fan content took "Body Go" from 29 sound creates to over 150,000, at a $0.43 CPM.
- Feeds tours. For The All-American Rejects, 50 fan pages turned each night's show into content that drove demand for the next city.
Catalogue and frontline
Pages grown on catalogue build an audience before a release; frontline content then launches into that audience instead of assembling one around it. Bebe Rexha's network grew on catalogue first, then converted: 220K+ UGC on "New Religion" and 100M+ streams.
Pages built for music
- Fan pages: a voice the fandom adopts, with artist edits, lyric edits, live clips and lore.
- Theme pages: proven formats that place a song in front of people who have never heard the artist. Kilo Kent's debut single reached 24M+ views across 53 pages of football, anime, film and genre content, at a £0.12 CPM.
- Peer-to-peer pages: accounts that sit inside the community with a native tone.
Results across 15 campaigns
| Artist | Campaign | Result |
|---|---|---|
| Janet Jackson | Fan page activation | 132 fan pages across two markets, $1.60 CPM |
| Shaboozey | Fan page network | 14 fan pages, 1,300+ videos, $0.85 CPM |
| Ali Gatie | Fan page network | 42K+ new followers, 9M+ views, $0.31 CPM |
| Fredo | Fan page network | 15K+ new followers, 9M+ views, $0.34 CPM |
| Billi Royce | Niche page network | 9.8M+ views, $0.05 CPM |
| WizTheMc | "Wait For You" | 150K+ UGC creates, 25M+ streams, $1.61 CPM |
| Joyner Lucas x Chris Brown | "Momma" | 34K+ UGC creates, $0.78 CPM |
| Mumford & Sons x Gracie Abrams | "Badlands" | 25M+ streams, $1.72 CPM |
| Renao | Awareness campaign | 150K+ shares, $0.22 CPM |
Where it works
Published campaigns span the UK, North America, Europe, Asia and Africa, across alternative rock, pop punk, UK rap, country, electronic, Afro-pop, indie and folk rock. Surge Content is based in London.
How it starts
Research and strategy typically take 2 days, with pages warming in parallel; most campaigns are live at scale within 7 days. Read how a fan page network works or compare fan page networks and clipping campaigns.