Why is end of beginning so popular

Overview

The phrase 'end of beginning' entered popular consciousness primarily through Djo's 2022 song of the same name, which unexpectedly went viral on TikTok in 2023. Djo is the musical project of actor Joe Keery, known for his role as Steve Harrington in Netflix's Stranger Things. The song appeared on his second album 'DECIDE' released on September 16, 2022, but didn't gain significant traction until user-generated content on TikTok propelled it to viral status approximately one year later. The timing coincided with graduation season in spring 2023, when students and young adults facing life transitions began using the song to soundtrack their own 'end of beginning' moments. The track's nostalgic 80s-inspired synth-pop production and reflective lyrics about moving forward while looking back resonated particularly with Gen Z listeners, who embraced it as an anthem for navigating early adulthood transitions.

How It Works

The song's popularity spread through organic user-generated content on TikTok, where creators used the track to accompany videos about life transitions, personal growth, and nostalgic reflection. The algorithm amplified content featuring the song as engagement metrics showed high completion rates and shares. Users created specific trends like graduation montages, 'before and after' personal growth videos, and nostalgic throwbacks to childhood or earlier life phases. The song's structure—with its building synth intro, memorable chorus, and reflective lyrics—lent itself well to short-form video formats. The phrase 'end of beginning' itself became a searchable hashtag and caption template, creating a feedback loop where more content using the song led to more discovery. Streaming platforms like Spotify and Apple Music then saw increased plays as listeners sought out the full track after hearing snippets on social media.

Why It Matters

The popularity of 'End of Beginning' reflects broader cultural trends around nostalgia and transitional life moments, particularly relevant to young adults navigating post-pandemic realities. It demonstrates how social media platforms can resurrect and amplify artistic content long after initial release, changing traditional music industry timelines. The song's success also highlights the power of user-generated content in determining cultural relevance, as ordinary TikTok users rather than traditional media outlets drove its viral spread. For many listeners, the track provided emotional resonance during significant life changes, serving as both comfort and celebration during transitions like graduation, career changes, or personal milestones.