Vine is beginning to follow in YouTube’s footsteps as an unlikely social-media launchpad for musical talent. Last month, Shawn Mendes—who got his first real break when a six-second clip of him singing Justin Bieber’s “As Long As You Love Me” went viral on the video-sharing platform—debuted his first single, “Life of the Party,” at number 24 on the Hot 100. Mendes had virtually no radio support or traditional marketing, but he does have 3 million followers on Vine, and the single sold 148,000 copies in its first week.
The latest Vine celebrities to land a song on the Hot 100 are Jack and Jack, a pair of recent high school graduates from Omaha, Nebraska who currently have 4.3 million followers on their shared Vine account. Their fan base skews young and female—a profile in their high school newspaper says it “consists almost entirely of 12- to 17-year-old girls,” and in the piece they claim to tailor the content they produce for that demographic. READ FULL STORY