Mar 26, 2026 8:00am PT

What Is ‘Clipping,’ the Viral Marketing Strategy That’s Taking Over the Music Biz?

Steven J. Horowitz

Plus Icon

Steven J. Horowitz

Senior Music Writer

speriod

Latest

What Is ‘Clipping,’ the Viral Marketing Strategy That’s Taking Over the Music Biz?

35 minutes ago

Woman Accused of Shooting at Rihanna’s Home Pleads Not Guilty to Attempted Murder

22 hours ago

Supreme Court Rules Against Record Labels in $1 Billion Cox Communications Piracy Case

23 hours ago

See All

Getty Images

In December, rapper Bbno$ posted a message on social media announcing that he was quitting music. “As you guys know, I am for the people,” he wrote. “And the people have asked me to stop making music. Due to the millions of people begging me to stop, I have made the incredibly difficult decision to stop making music for the foreseeable future.”

So when he dropped his single “Diamonds Are Forever” a month later, it wasn’t a surprise that fans were excited for his return. On TikTok, dozens of accounts posted videos that used the track, along with captions that declared “Bbno$ is back!” and, a bit less enthusiastically, “Finally a good song.”

What Is 'Clipping,' the Viral Marketing Strategy That’s Taking Over the Music Biz?