TikTok famous: A phrase that didn't exist a few years ago can now be a golden ticket into the music industry. Today, a 15-second clip has the power to alter someone’s career and life.

Sometimes, going viral on social media is purely luck of the draw. Other times, it’s a very calculated and tactful business strategy that can be used to help the masses realize your full potential and maximize your success. For Philadelphia-born rising rapper Armani White, the latter has never been more true.

A now-viral TikTok of White and friends vibing in the studio to his new song "BILLIE EILISH." changed the trajectory of his career. Within several hours of being uploaded, the video reached two million views and has since surpassed 80 billion views.

White says that while he posted that TikTok in February 2022 for fun, he had no doubt that it would be something special. With his favorite mantra, "losers get lucky, winners do it again," on a loop in his head, White was able to turn what could’ve been a fleeting viral hit into a pivotal career move.

At the HBCU Love Tour in Atlanta this October, White advised students on how to use social media to take their careers to new heights. The discussion is part of the GRAMMY U Masterclass, Presented by Mastercard, and was moderated by musician, actress, and Recording Academy Atlanta Chapter Board member Kat Graham. Read on for GRAMMY U's takeaways from Armani White's masterclass. 

It’s Not About Making "TikTok Music," It’s About Making Music That Feels Genuine 

Armani White compared the process of being an actor to what it is like to be a musical artist. Actors are constantly having to audition, and one role in a movie or TV show doesn’t necessarily lead to a lasting career. Similarly, one hit song doesn’t immediately make a substantial career for an artist. 

The goal isn’t to make a song that will go viral, White continued, noting that he makes music that speaks to his character and experiences. The viral TikTok of White and crew blasting "BILLIE EILISH." over the studio's speakers and goofing off was raw, pure, and true to who he is. This genuine glance behind the curtain is what made his audience feel connected. 

Pay Attention To Audience Reactions

Both White and Graham noted that social media can create an overwhelming feeling of comparison. White's advice? Rather than focusing on the number of views other videos are getting, focus on your own analytics. 

The rapper said he will dissect a video that has been more successful than others and try to pinpoint what it is about that video that gained traction. Look to see what you did differently in each video and what the outcome was based on that tactic. Then, try to recreate it.

First, Know Who You Are

Even before the attention and opportunity that followed his TikTok, White knew who he was and wanted to be. He advised the audience to refrain from creating a persona that people want to see — that won’t get you far, and you’ll be chained to that version of you. 

Instead, know who you are and stick with it. That certainty will allow others to understand your unique perspective and experiences, and will ultimately move you further along in your career. White decided who he was and implements that into every record he creates, whether by himself or in collaboration with others. 

"Stay Down, Stay Hungry, Stay Determined"

Though White now has the career he always dreamed of, it wasn’t handed to him on a silver platter. He had to work hard, be patient and remain optimistic when things weren’t going as he had hoped. Even with the popularity of his original TikTok, he had more steps to climb to get the song to where it is now. 

White’s first obstacle was finding a way to get the sample he used from N.O.R.E’s song "Nothin'" cleared for use. This is not a task that can be accomplished overnight, and the waiting process can be brutal. He decided the best way to go about this was to get his fans involved. 

White encouraged his fans to use "Nothin'" as much as they could in their videos. As trends surrounding the song started rising up, it became clear that people weren’t losing interest in it. The TikTok sound of his song even made its way onto the “for you” page of Billie Eilish, who reposted a video using the sound. This solidified that everyone, including Eilish herself, were supporting not only the song itself, but Armani White as an artist. 

White also spoke about life before "BILLIE EILISH." went viral and the struggles he went through. White says that through it all, he kept reminding himself, If I can get there, it’ll be worth it. He is now proud to have an encouraging story for artists to look at and remember that if you stay motivated, your wildest dreams are possible.

Graham echoed these sentiments, adding "Everyone has a unique journey…You gotta really look at yourself and know you have your own journey. Stay humble, hardworking, do the work, and you might just end up on this stage."

The full GRAMMY U Masterclass with Armani White, Presented by Mastercard, is available to stream now. Click the video below to hear more on the advice White and Graham share and the full story behind White's success.

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GRAMMY U hosted a two-day conference presented by Amazon Music for GRAMMY U members in New York City on April 19 and 20. The event, spearheaded by GRAMMY U Senior Director Jessie Allen, offered an immersive experience designed to enrich and empower emerging talents within the music industry. 

An emerging artist showcase took place on Friday, April 19, followed by a day-long series of panels and breakout sessions on Saturday, April 20, highlighting the live performance industries of Broadway and television talk shows, featuring GRAMMY, Tony, and Emmy-winning artist and actor Ben Platt as the keynote speaker.

The summit marks the beginning of a new cornerstone collaboration between GRAMMY U and Amazon Music, in which Amazon Music will play an integral role in the growth of GRAMMY U’s year-round programming, development and impact. Mastercard was also a participating sponsor of the conference.

“We were all thrilled to bring the GRAMMY U Conference to the heart of New York City. It’s a testament to the dedication of Jessie Allen, whose leadership has elevated this event year after year,” said Ruby Marchand, Chief Awards Officer of the Recording Academy. “I extend heartfelt gratitude to the Amazon Music Team for supporting GRAMMY U; this marks the genesis of an extraordinary collaboration, and together, we look forward to crafting an array of programs that will empower our GRAMMY U members throughout the year.”

The emerging artist showcase featured dynamic performances by GRAMMY U members Kayla Erhardt, Kühlname, Serena Laurel, Nicknames, Liv Paris, and Your Future Is Now scholar Jawan Audè. The evening concluded with a captivating performance by New York soft rock sibling ensemble, Infinity Song.

Saturday’s programming kicked off with keynote speaker Ben Platt. In a thought-provoking keynote discussion moderated by actor Beanie Feldstein, Platt delved into his musical journey spanning Broadway, film and television, inspiring attendees with his insights. The day continued with a performance workshop led by GRAMMY, Emmy, and Tony-winner Billy Porter. Moderated by SiriusXM Program Director Julie James, attendees immersed themselves in a captivating session aimed at honing their live performance skills. 

Read more: Inside Ben Platt's 'Honeymind': How Queer Love, Live Performance & More Led To His Most Authentic Album Yet

The conference included a panel featuring “Late Night with Seth Meyers” Music Associate Producer Yeji Cha-Beach, former member of the “Late Night with Seth Meyers” 8G Band, Marnie Stern, and musician Remi Wolf. Titled “On Screen: Performing on Live TV,” the panel covered the challenges and nuances of delivering live musical performances on television, and was moderated by Siobhan Schanda, Co-Executive Producer of “SHERRI.” 

Programming continued with a panel titled “Sounds of the Stage,” moderated by Thomas Winkler, Head of Publisher, Songwriter and Society Relations at Amazon Music, featuring SVP of Warner Music Entertainment and Theatrical Ventures Kurt Deutsch, Co-Founder of Park Avenue Artists David Lai, and composer, conductor and producer Kathy Sommer, where they explored sound production on stage and cast recordings.

Additional panels included “Side Stage: The Team Behind the Curtain,” featuring industry executives moderated by Michael Kushner, founder of Michael Kushner Photography and Dear Multi-Hyphenate, featuring producer, actor and director Erich Bergen, President of A&R of Atlantic Records Pete Ganbarg, Executive Producer of DR Theatrical Management Adam Hess, and Tony-nominated Broadway producer and vocalist Christen James, where they detailed the business of Broadway and how teams bring shows to life every night.

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Ben Platt has never allowed the world to dictate his fate. The GRAMMY, Tony, and Emmy-winner's artistic outpouring has been relentless, and he's still early in his career. 

The 30-year-old actor and singer has performed in Broadway musicals like "Parade" and "Dear Evan Hansen," sold out Madison Square Garden and the Hollywood Bowl as a solo artist, and starred and co-wrote the film Theater Camp. Each project has marked a step into a new direction, but none more so than Honeymind — an album that captures what it's like to chase tender and safe intimacy in partnership, and the ecstasy that follows once found. 

His professional growth between 2021's Reverie and Honeymind is apparent not just thematically, but sonically and in production. This latest album sounds natural and lush, with input from GRAMMY-winning producer Dave Cobb and producer/songwriter/multi-instrumentalist Alex Hope. While  Honeymind shows a version of Platt some listeners may not be accustomed to, he's never sounded more comfortable in his own skin. 

To celebrate the release of Honeymind, Platt will headline a three-week residency in New York City's Palace Theatre and a subsequent nationwide summer tour and serve as the keynote speaker at this year’s GRAMMY U Conference. He spoke with GRAMMY.com about his latest album, upcoming residency, and the beautiful and, at times, tricky trappings of romantic love.

This interview has been edited for clarity.

Honeymind shifts away from the '80s electro-pop of Reverie and your Broadway roots. What made you gravitate towards a more tender, folky sound that exudes warmth and serenity?

The biggest catalyst was that I wanted to go and write Nashville because I admired so many songwriters there. When I started with my first round of writing sessions for this record — which was back in the spring of 2022 — what just very naturally started coming out was this super unadorned, very storytelling-forward type of music. 

When I made my first record [2019], it was very close after I had been on Broadway for a long time, and it was theatrically linked. Then, I experimented with leaning into pop and this Peter Gabriel vibe, but it felt like a landing pad this time. I closed my eyes and went, What's the most natural way to communicate in terms of what is specific to me? This seemed to fit really nicely. 

You worked with renowned producers like Dave Cobb on this album. There are times when the producer’s work stands out most, but Honeymind sounds like you. How did you ensure that all tracks sounded distinctly like you versus a Dave Cobb song?

​​I loved the idea of working with Dave! His specialty is unadorned things that are as essential as they can be. When it comes to my own sound, my priority is always obviously storytelling and songwriting, but certainly, to have the vocal performance be very much the focus. Dave was very amenable to that. 

I went and wrote the songs with my co-writers before starting work with Dave, and I sort of came in with all of his songs completed. He did a beautiful job of preserving the integrity of the songs I’d written. [He wanted] to present them in as organic and straightforward a way as possible, as opposed to trying to sort of put a secondary sound onto it. 

Your previous work has been personal to varying degrees, but your lead single, "Andrew," feels particularly candid.

I wrote that song with Alex Hope, one of my favorite longtime collaborators, and I had a session earlier in the week with someone else who was also wonderful. [This first songwriter] was talking to me about her son, who was 10 or 11, and how he had his best friend, a boy he loved so much. She shared that she had an inclination that more love was going towards this friend and was coming back to him [than] he could even really communicate. 

It reminded me so deeply and immediately of so many different experiences growing up: having straight friends in high school and middle school, who you just love and who aren't doing anything wrong, but just by virtue of chemicals and how we're born, you develop feelings that just can't be reciprocated. [That's] such a special kind of melancholy. It's no one's fault, and I hadn't heard that strain of unrequited love and that particular type of melancholy expressed in a song. 

The next day, I went in with Alex and pitched them a song, and they're queer as well and understood the perspective, so it came out very quickly.

What about queer love do you find most challenging to articulate?

Developing feelings for people that just don't have it in their blood to feel the same way is a uniquely queer experience, [as is] boundarylessness both positively and negatively. It's very particular to queer love in the sense that there are a lot less societal examples, and sort of prerequisites, for what queer relationships look like or shouldn't be. Which is so freeing and wonderful and makes for a really beautiful, honest relationship. Still, it's also a little scary because you're flying blind in a way that is very particular to being a queer person. 

There's an inherent sort of rebellion and statement that you have to be making every day when you're out in the world with your partner as a queer person because there remain so many people who are intolerant, don't understand, and are still fearful and judgmental. It requires an extra bit of courage just to engage in the relationship.

You have a three-week residency at New York City's Palace Theatre, where legends like Elvis Presley, Diana Ross, and Judy Garland performed and will tour afterward.  How are you feeling as you prepare for these concerts?

When I finish the record and sit on it, it exists in limbo; I start to second-guess it, feel like I'm losing my connection to it, or forget. I don't feel like I'm in the same place as I was when I wrote these things because they're so intimate. 

But for me, the whole shebang has always been getting to perform live, and that's just my greatest joy. The songs are the most mine when I'm singing them live. I also love sharing music with people, and hearing in person and online conversations, about how it applies to their lives, how it reminds them of things, and how they use it. The tour is always the part where I'm the most in love with the album, and when the tour ends, I'm ready to let it out into the world and say goodbye for a minute.

Beyond the risk of trying something new in your career, what roles do failure, trial, and error play in your creative process or other parts of your life?

For every song I've written that I love or even come out, there are eight to 10 that I never want to see in the light of day. 

It's hard to find the good things until you throw everything at the wall, and if you're too afraid to fall, then you'll never really try in the first place. And I was privileged because I started working quite young; things went from A to B to C in the sense that they went steadily. As I get older, I learn that a career is more about this longer journey that is not at all linear. Now that I have some hindsight, it's easy to appreciate the down moments and the valleys because that's the only way you recognize when something is going well. I try to be grateful for those moments of failure or misstep when they come because it's an essential part of being an artist — not the funnest part always, but necessary. 

You'll be the keynote speaker at the 2024 GRAMMY U Conference for young professionals. What do you want to share most with conference attendees?

I must share my transparency and experiences and try to help learn by failure and success. I've found, in all facets, that specificity begets universality, and I'm trying to be as specifically honest about my role in how I approached songwriting in my own artistry — whether that's something someone will directly connect to, create a tangential connection to something else, or be an example of something that doesn't work for someone. 

Art is so tailor-made, so it's just about sharing ideas and seeing what sticks.

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It’s been an unparalleled year of programming for GRAMMY U. 

Lainey Wilson and Greta Van Fleet connected with crowds at the 2023 Fall Summit in Nashville; Halle Bailey and Muni Long shared wisdom with the world during GRAMMY Week in Los Angeles at the GRAMMY U Masterclass. Now, music’s next generation of creative professionals will head to New York City for the 2024 GRAMMY U Conference presented by Amazon Music.  

This year it's all about show biz, and music has a hand in every part of the entertainment industry. Featuring a star-studded lineup of guests, the GRAMMY U Conference will dive deep into how your favorite musical performances on television are created, and offer insight into music careers on Broadway. 

GRAMMY U members will be able to learn all about the live performance industry through educational panels, a speed networking session, and even a performance workshop. You won’t want to miss what the big names have to say: GRAMMY, Tony, and Emmy Award winners Ben Platt will be the conference's keynote speaker, and Billy Porter (also a GRAMMY, Emmy, and Tony Award winner)O will work up close and personal with young talent, and Remi Wolf is going to talk about the music of late night shows. 

The action begins Friday, April 19 at the Chelsea Music Hall. Members from all over the country will gather for the GRAMMY U Showcase, where five GRAMMY U contest winners will perform original music. Catch a set by Jawan and stay for Infinity Song’s closing set.

Below, GRAMMY.com has gathered all of the information you need to get excited for the massive event.

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GRAMMY U Welcomes Amazon Music

GRAMMY U has officially welcomed Amazon Music as a cornerstone partner. To kick off what will be an instrumental relationship, Amazon Music is proudly bringing their knowledge to the table as a presenter of the 2024 GRAMMY U Conference. Mastercard will also be returning as a participating sponsor for the event. GRAMMY U will kick off the conference with remarks from Ruby Marchand, Chief Awards and Industry Officer, Recording Academy;, Amazon Music's Global Head of Artist & Label Relations Andre Stapleton, and GRAMMY U Sr. Director Jessie Allen.

Hang With Ben Platt, The Star Of The Show

Starting the Saturday strong, Ben Platt will sit down with Beanie Feldstein to talk all about his storied career as an actor and singer ahead of his 18-date run at the Palace Theater in NYC, kicking off May 28th before his album release.

Growing up on the stage, Platt quickly became a leading force on Broadway, and has since shared his talents with the screen, starring in multiple films and TV series. Platt is also releasing music — his third album, Honeymind, drops May 31, beginning with an 18 date residency at the Palace Theatre in NYC followed by his national tour with special guest Brandy Clark this summer — and will discuss the significance of music within his various projects.

As the GRAMMY U Conference keynote speaker, Platt will share insights from the recording studio.

Share The Stage With Billy Porter

During a workshop, Billy Porter will share his best performance practices and advice for GRAMMY U members trying to make it big. Porter is no stranger to putting on a show, with over 30 years in the industry and numerous awards under his belt — and GRAMMY U is eager to learn and take guidance as they begin their music careers. Roy Gantz, GRAMMY U's National Membership Representative, will then take the stage and receive live performance coaching directly from Porter.

Making Music On Late Night TV With Remi Wolf & More

In a discussion moderated by talent booking pro Siobhan Schanda, members of "Late Night with Seth Meyers" will discuss bringing music to late-night television. The discussion will feature "Late Night" Associate Producer Yeji Cha-Beach and Marnie Stern, former guitarist for "Late Night" house band, the 8G Band and recording artist.

Singer/songwriter Remi Wolf, who performed recently on "The Late Show With Stephen Colbert," will also join the discussion. In anticipation of supporting Olivia Rodrigo’s GUTS World Tour and her upcoming sophomore album Big Ideas, Remi will discuss how a special performance like hers comes to life onscreen.

Learn What Happens Behind The Curtains

Have you ever wondered what happens behind the Broadway stage? This dynamic panel will highlight the brilliant minds that work to make the big show happen. Moderated by Michael Kushner, Founder and Creator of Michael Kushner Photography, hear from Broadway producers, directors, record label executives and more on how they put together a Broadway production behind the scenes. 

Panelists include renowned Broadway producer Christen James, Adam Hess of DR Theatrical Management, Pete Ganbarg, the President of A&R at Atlantic Records, and Erich Bergen, producer, actor and director at 6W Entertainment. From set design to marketing, this panel will reveal that whether on stage or behind the scenes, there's a place for every passion in the world of theater. 

Hear How Professionals Produce The Sounds Of Drama

In this panel, Broadway professionals will dive into the inner workings of theatrical sound in live theater, and how their expertise in Broadway audio production translates into other facets of the music industry. 

Experts Tom Winkler, Kurt Deustch, David Lai, and Kathy Sommer will detail the dynamic challenges that producers and composers must navigate to make productions possible. 

Learn How To Build Your Brand In The Career Center

At the start of the conference, attendees can learn from the experts and level up their profiles at the GRAMMY U Career Center. Learn how to present your best professional self, take a professional headshot, get a review of your resume from real recruiters in the industry, and network with professionals from Amazon Music, the Recording Academy and more. Networking mentors include AC Gottlieb, Asmita Khullar, Billy Seidman, Haley Bennett, Jameka Pankey, Jessica Fusco, John Ochoa, Leah Dowdy, Madeline Nelson, Nick Cucci, Nikisha Bailey, and Sarah Crane. So get there early and make the most out of your professional development at the GRAMMY U Conference!

Don’t forget to stop by the GRAMMY U Mixtape Listening station, too, and see the process behind how we select music for the GRAMMY U Mixtape every month.

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Reserve Your Seat

Mark your calendars now, the 2024 GRAMMY U Conference will take place in New York City on Friday, April 19, and Saturday, April 20, and with more announcements to come, this is an event you surely won’t want to miss. Reserve your spot now with a RSVP.

For members who aren’t able to attend, the GRAMMY U Conference will be livestreamed on the Recording Academy’s YouTube and Twitch channels at 1 p.m. to 5 p.m. ET.

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Did you know that among all GRAMMY U members, songwriting and performance are some of the most sought after fields of study? This playlist dedicates a space to hear what these members are creating today!

The GRAMMY U Mixtape, now available for your listening pleasure, highlights the creations and fresh ideas that members are bringing to this industry directly on the Recording Academy's Spotify, Apple Music, and Amazon Music pages. Our goal is to celebrate GRAMMY U members, as well as the time and effort they put into making original music — from the songwriting process to the final production of the track.

Each month, we accept submissions and feature 15 to 25 songs that match each month’s theme. This month's curated mix of rock, alternative, and indie tracks that evoke a range of emotions from vengeance to hopefulness. So, what’s stopping you? Press play on GRAMMY U’s Mixtape and listen now on Spotify, Apple Music and Amazon Music.

Want to be featured on the next playlist? Submit your songs today! We are currently accepting submissions for songs of all genres for consideration for our May playlist. Whether you write pop, rock, hip-hop, jazz, or classical, we want to hear from you. Music must be written and/or produced by the member (an original song) and you must be able to submit a Spotify, Apple Music and/or Amazon Music link to the song. Artists must be a GRAMMY U member to submit.

About GRAMMY U:

GRAMMY U is a program that connects aspiring professionals and creatives ages 18-29 with the music industry's brightest and most talented minds. We provide a community for emerging professionals and creatives in addition to various opportunities and tools necessary to start a career in music. Throughout the program year, events and initiatives touch on all facets of the industry, including business, technology, and the creative process.

As part of the Recording Academy's mission to ensure the recorded arts remain a thriving part of our shared cultural heritage, GRAMMY U establishes the necessary foundation for music’s next generation to flourish.

Not a member, but want to submit to our playlist? Apply for GRAMMY U Membership here.

Former GRAMMY U Reps Heather Howard and Sophie Griffiths contributed to this article.

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