Are you a part of “Group 7”?
No, not “6-7,” the Gen Alpha slang.
A new TikTok trend has users identifying with a so-called “Group 7,” thanks to an indie rock artist’s mission to promote her new single. And it worked. The single has skyrocketed on the social media app and businesses are jumping on the trend.
In a series of TikTok videos posted on Oct. 17, Sophia James, a 26-year-old musician based in Los Angeles, posted seven videos promoting her new single, “So Unfair.” In a few of the videos, James explains she posted the series in hopes one of the videos would catch on the TikTok algorithm, gaining traction with users. The most-watched video, which has 34.5 million views as of Oct. 22, happens to be the seventh one she posted.
“If you’re watching this video, you are in group seven,” James says in the video. “I have posted seven videos tonight and this is the seventh one, just as a little science experiment to see what … kind of video, gets the most reach. I don’t know what that says about you, but you’re in group seven.”
Thus, TikTok users who first came across James, her single or the series of videos in general, have been labeled as part of “Group 7.”
“I’ve been trying for a really long time to promote my new music just because I’ve put so much time and effort and care into it. I’ve been willing to do the dance of trying to promote via social media and let it find the people who resonate with it and like it,” James told USA TODAY on Oct. 21. “I’ve never been after a viral moment so to speak, I’ve just been after that really slow and consistent growth.”
What does ‘Group 7’ on TikTok mean?
If a TikTok user identifies oneself as a part of “Group 7,” this likely means the user saw the seventh video James posted on TikTok first, promoting “So Unfair.”
“For some reason, the Group 7 video came into contact with very playful people who were commenting very sweet and silly things … people who commit to the bit. I think that is hilarious,” James said.
Because the trend has gotten so big, folks who may not have even seen the original video may be identifying as part of “Group 7” for the humor.
But perhaps “Group 7” dives a bit deeper, James said.
“I think people are so starved for third spaces, especially in the (U.S.),” she said. “It’s hard to go to a place and be unserious. You know, there’s work and there’s school and there’s home. There’s hardly any time to be recreational in the world right now. I think maybe people are seeing this as a virtual opportunity to express that.”
The trend has even gone so far that James is hosting “Group 7” meetups in London and Los Angeles. She hopes to get different people together to make new friends. Details about the meetups are listed on her website.
Sports teams, celebrities and universities tap trend
It wouldn’t be a TikTok trend without brands and famous people chiming in, too.
Several brands commented on James’ now-viral video.
“I heard Group 7 has really great skin…” Aveeno commented. “Group 7 is superior,” Hyundai USA wrote.
On Monday, Oct. 20, the Kansas City Chiefs and Chicago Bears tapped in. The Chiefs posted a TikTok video of players running out before a game with the on-screen caption, “Group 7, how we feelin’??” The Chicago Bears posted a similar video with the on-screen caption, “How it feels to be in Group 7” with a compilation of positive clips of the players.
Barbara Corcoran, known for her role on “Shark Tank,” also posted a TikTok video in which she flexes to the camera with the on-screen caption, “How it feels waking up in Group 7.”
And it wouldn’t be a social media trend without higher education institutions taking note.
“Good morning to Group 7 and Group 7 only,” Northeastern University in Boston posted in a TikTok video.
Riding the ‘Group 7’ train
In hopes to ride the viral train, James posted a TikTok video on Monday, Oct. 20 promoting another one of her songs, “Sunshine and Apathy.”
“Step 2 of the experiment: Trying to see if using another song will still reach Group 7,” the on-screen caption in James’ video reads. As of Oct. 22, the video had 4.2 million views, with several loyal Group 7 members expressing their support.
“Day one Group 7 member present,” a TikTok user commented on the video. “Being in Group 7 twice is my biggest flex tbh (to be honest),” another wrote.
“You don’t find Group 7. Group 7 finds you,” another comment on James’ video read.
James told USA TODAY the viral trend centered around her video and single has been like winning the lottery.
“It’s every artist’s dream. It’s so hard to cut through the noise today. I am not the only one who is on this grind and has had really frustrating encounters with this journey of trying to make a living of being a musician,” she said. “The fact that people are resonating with the song and listening to the song and discovering my other music … it’s a real honor and a lot of luck.”
What is ‘So Unfair’ about and what’s next from Sophia James?
A part of her upcoming power pop album, “So Unfair” is about “unfairness in relationships, whether it be professional industry based or personal, romantic,” James said. She began working on the album in late 2023 with her producer, Alex Bilowitz, who has worked with artists like BTS, Bebe Rexha and Billy Porter.
James didn’t share the name of her new album but said it is expected to release in spring 2026.
Greta Cross is a national trending reporter at USA TODAY. Story idea? Email her at [email protected].
This article originally appeared on USA TODAY: What is Group 7? How this indie artist played the TikTok algorithm.
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