The creator of “Group 7” still doesn’t know how he hacked TikTok’s algorithm.
If you’ve been on TikTok in the past two weeks, you’ve probably noticed people posting about being in the “Group of 7.”
The trend is actually an experiment by indie singer Sophia James, who released a series of videos set to her song “So Unfair” in an attempt to manipulate TikTok’s algorithm and encourage more people to listen to her music. After trying a few different tactics, following the typical TikTok format, James started putting people into exclusive groups. And it worked — Group 7, the final video in James’ TikTok “science experiment,” garnered more than 76 million views and a flood of comments and reaction videos, with even Nobel Peace Prize winner Malala Yousafzai reiterating her elite status as a member.
James started the videos on October 17, posting a video that followed the same TikTok formula we’ve seen since the platform’s inception: himself talking and dancing along to a song—he song—and holding a parking ticket. In her second video, she says, “I’ve always been against my algorithm and I’m going to be. And today I decided to win,” while “So Unfair” plays softly in the background.
By the fourth video, where he introduces the categories, he tells TikTokers, “If you’re seeing this, you’re in category 4.”
As his song plays, the caption reads: “I’m going to post a bunch of videos and see which ones get the most views.” “This is the fourth batch post, so you’re batch 4.”
The announcement didn’t do much to shake up the algorithm, and neither did his Group 5 and 6 videos. But sometimes the best is saved for last. After his band 7 video went viral, James says, “So Unfair has definitely taken off with listeners across the board, and it’s kind of spilled over into a lot of my other music, which is really cool.”
However, even James seems confused that he managed to hack the algorithm. WIRED asked James about why he decided to experiment and the double-edged sword of using social media as an independent artist.
This interview has been edited for clarity and length.
Wired: How did you get into the industry?
Sophia James: I have been making music since I was able. My late mother was a professional singer. And my dad’s a touring drummer, and so, I mean, it was audibly passed down to me and also, I guess, it’s kind of encoded in my DNA. I somehow won the lottery of being their daughter and somehow managed to absorb the world of live music and the buzz of the musicians. From the very beginning.
