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How Em Beihold Is Extending the Life of a Viral Hit With ‘Numb Little Bug’

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variety.com

Mike Wass Em Beihold’s “Numb Little Bug” was a viral sensation well before it was finished. First teased on TikTok in late 2021, the contemplative pop anthem exploded on the app and then got even bigger upon its full release in January — cracking the top 10 on U.S.

iTunes and amassing more than a million Spotify streams in less than 24 hours. It’s the kind of splashy debut usually reserved for superstars, but the landscape is changing and Beihold is very much part of the new guard.“I released a snippet of the chorus in August, and that video got 6.8 million views,” Beihold says of the song’s journey. “I was nervous because it wasn’t ready to come out yet.” The 23-year-old spent the next five months perfecting it and was worried she had missed her moment. “I thought it would do semi-decently because of the TikTok buzz,” the breakout artist says, “but these numbers are entirely unexpected.” The success of “Numb Little Bug” can partly be attributed to the subject matter.

Beihold penned the song after her 2021 single “Groundhog Day” gained momentum on TikTok. “I had started taking antidepressants,” the Los Angeles native explains. “And I didn’t realize that they take the highs out of your life as well as the lows.

I wasn’t necessarily feeling what I expected to feel during the time of all my dreams coming true.”While managing the pressures of newfound fame is specific, chemically induced numbness is not. “People are relating to the bluntness of it,” Beihold says. “I get a lot of DMs from people saying they feel seen by the song and didn’t know other people felt like this too.” “Numb Little Bug” is also a product of the pandemic.

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