With its millions of emotionally charged young viewers, the reality show’s playlists have become an promotional tool for new music
As a singer-songwriter, Hana Lili mines the depths of her emotions to write heartfelt acoustic songs in her bedroom about her personal relationships. So she found it surreal to watch as her latest single, Stay, was used as the soundtrack for a dramatic moment between the toned and tanned contestants of ITV’s
Love Island villa. But for the Welsh 21-year-old, and emerging artists like her, it was a huge opportunity. Being selected to feature on a primetime reality TV show like Love Island can help launch careers – especially while the pandemic has put a stop to touring. The show, which reaches 2 million young viewers each night, is now considered the gold standard for record companies looking to promote new signings to a wider audience, since millions of viewers use the Shazam app to identify songs they like on the show, or search for them on its Spotify playlist.
Lili said she was approached by Love Island’s
music supervisors on
Instagram, and was keen to take up their offer.