WATCH MAD TSAI’S MUSIC VIDEO FOR “BITE”: https://www.youtube.com/watch?v=2GevLw6cqBI&list=RD2GevLw6cqBI&start_radio=1
How does a bedroom pop artist cross 200 million streams entirely on their own before signing to a major label? Today on Middle Row, we are joined by the artist Mad Tsai to break down his rise in music while finishing his degree at UCLA.
From the viral, LGBTQ+ fan-edit momentum of "Boy Bi" to the 100-million-stream milestone of "Stacy’s Brother," Mad Tsai explains how activating niche fandoms can activate internet subcultures to pull an artist's music into their world.
We dissect the fundamental shift in listener psychology; such as, contrasting traditional, forced record label marketing with the organic power of TikTok fan edits (ex. BookTok, anime edits, and viral Love Island clips). We also look at the data behind Alex Warren’s 134-post pivot for his hit "Ordinary," how Mad Tsai leaned into online friction and critics to fuel his rollouts for "DA DA DA" and "STRAYS," and the deep personal storytelling of culture and queerness that is a through line in his music.
Chapters:
0:00 - Introduction
9:46 - Why his name is Mad Tsai
13:32 - Why artists have alter egos
15:20 - How to get 200-million+ streams before even signing to a record label
16:26 - Being a UCLA student while videos are going viral
17:57 - The personal challenge that made him viral
19:46 - The fan edits that made his songs viral
23:26 - The niche online that made his music viral
24:54 - Turning online drama into massive roll-out moments
25:46 - The online hate that kept him from posting music for 2+ years
33:13 - Mad’s ethnic background (Peruvian, Canto, Taiwanese)
36:18 - Mad’s queer identity
39:01 - Songs that explore his sexuality
41:20 - Where is the best spot to eat in LA
43:46 - Mad’s sun, moon and rising
44:31 - Mad’s upcoming tour
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