Artist:Em Beihold
Song:Numb Little Bug
EP:Egg in the Backseat
After becoming a viral sensation on TikTok, singer songwriter Em Beihold signed with a major label and scored a top 20 with the 2022 single Numb Little Bug. She recently released her debut album and it appears that Em has already been forgotten. I have seen a lot of this sort of thing lately. Of course fame is fleeting. But TikTok fame is even shorter. Record labels are learning that the hard way. Emily Beihold was born Jan. 21, 1999 in Los Angeles. Her mother is an Iranian born filmmaker. Em was six when she saw a piano in a shop window and she begged her parents to let her learn the piano. She began writing songs at age seven. Em attended the University of California, San Diego and was an NCAA All American in Fencing. Meanwhile, she self released a couple of EPs and singles and the 2021 song Groundhog Day became popular on TikTok. Em signed with Universal's Republic label and they released the 2022 single Numb Little Bug. It reached #18 on the Billboard Hot 100. Em wrote and produced the song with veteran producer Dru DeCaro. Republic released it on the EP Egg in the Backseat which is available as a digital download. After that, Republic released a bunch of single. They finally released Em's debut album Tales of a Failed Shapeshifter in 2026. None of Em's recent singles have charted. It looks like she has stalled. The problem is Republic's release strategy. They could have released an album containing Numb Little Bug two years ago. Instead they chose to release singles. This seems to be a strategy for artists who have had viral success. I guess Republic is hedging their bets. But I have seen this strategy before and it doesn't work. It makes Em look like a failure before she even gets started. Here's the video for Numb Little Bug by Em Beihold.
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