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The TikTok platform uses music and sound to collect, organize, and archive virality (or viral potential); this is both a noteworthy phenomenon on its own, and the culmination of a broader argument in my ongoing scholarly work on music and the internet: that online virality has been musical all along. Tiktok's centering of the microsoundtrack as a platform architectural feature comes as a culmination of longer histories of digital virality, in which sound and music have been widely instrumentalized to render surveillance, advertising, and the mechanics of digital platform capitalism more palatable. Paula Clare Harper Washington University in St. Louis Song Credits: Song Title: "Old Town Road" Artist’s Name: Lil Nas X Song Title: "Lottery" Artist’s Name: K-Camp Song Title: "Whistle Stop"/"Hamster Dance Song" Artist's Name: Roger Miller/Diedre LaCarte Pop Con 2020 is being reimagined as an online conference to be held over three weeks in September 2020. Learn more about Pop Con + register for this year's event: http://mopop.org/popcon #PopCon2020 The official YouTube of the Museum of Pop Culture {formerly EMP Museum}, a museum focusing on music, film, science fiction, gaming, and more located in Seattle, WA below the Space Needle. Our exhibits currently include Body of Work: Tattoo Culture, Minecraft: The Exhibition, Pearl Jam, Nirvana, Fantasy, Sci-Fi, Horror, Indie Games, Jimi Hendrix, and more! Donate to MoPOP: http://mopop.org/donate Subscribe to MoPOP's Channel: / museumofpopculture Facebook: / mopopseattle Twitter: / mopop Instagram: / mopopseattle Snapchat: / mopopseattle Blog: http://mopop.org/MoPOPDontStop #MoPOPDontStop #MoPOP