How does niche music reach millions on TikTok? In this discussion from 2022's DIY Musician Conference, CD Baby's Chris Robley spoke with Jeremy Carter-Gordon of the vocal group Windborne.  Not only have Windborne's videos gone massively viral, but the group grew their TikTok audience while staying true to how they want to perform and represent their music.  In other words: Windborne didn't work for TikTok. TikTok worked for them. And in this session, we break down the story, the strategy, and their editing and caption tricks. We also analyze fun example videos along the way!