He rose among the big hits in a few weeks: impossible to escape, the title “loaded” is everywhere. First on social networks, in festivals, until international. With us, the phenomenon is very real: all young people know this new song … Even if everyone does not yet adhere to it: indeed, older generations are less sensitive.
A sound that obsesses Tiktok users, which has become viral in particular by this resumption of the French army during the July 14 parade. “It’s a great moment for this song, since from that moment, it becomes ‘institutional’,” notes Xavier Degraux, specialist in marketing and social networks.
Released in February 2025, it is only from the music festivals in France that the title is known, to reach more than 25 million listening. “For five months, no one hears this song. And boom, social networks take it. The end users re -exploit, in fact remix this little sound extract, and there, it goes into viral. On the one hand because the users appropriate them, but then also the influencers and then the traditional media who come to validate all this, ”he specifies.
Behind this success are actually hiding three speakers working in a nightclub: they understood how to create a simple and unifying piece. “In 2025, the artists adapted, made up differently. Those who create music are forced to adapt their way of working on these new supports. But as we know that today the audience is extremely volatile, it is especially the youngest who were used to zapping, to change, etc. Therefore, we compose increasingly short pieces, songs for which we should not think, “says Serge Jonckers, consultant and music director.
The phenomenon is specific to our time, but the real challenge in 2025 is difficult: to continue over time.
