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How The Paradox Used Momentum & Nostalgia To Fuel "Do Me Like That"
From making videos in their basement to touring with All Time Low, here's how one of the year's hottest acts broke out online while still having only been a band for less than a year.
Stephen Frost
June 26, 2025 • Estimated Reading Time: 7 minutes
If you were an emo kid growing up, let’s be honest — was it really a phase?
In 2025, pop punk isn’t just back. It’s evolving — with a new wave of artists carrying that early 2000s DNA into today’s algorithm-driven music world.
Enter The Paradox, a breakout Atlanta-based rock band whose song “Do Me Like That” is racking up millions of views and streams — with just four songs out and hardly a year together as a group officially.
From TikTok chaos to a cease-and-desist from Subaru, their rollout was scrappy, smart, and wildly effective.
This is how they did it — and how you can apply the same tactics to your next campaign.
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Campaign Snapshot
This Week’s Release: The Paradox’s breakout single “Do Me Like That”
Release Date: April 25th, 2025
The Song:
An energetic, hyper-catchy pop punk track that channels the spirit of All Time Low and New Found Glory — with just the right amount of mid-2000s angst to hit elder millennials straight in the heart.
Why this campaign matters:
This is only the band’s third release — but they’ve already built serious online traction and earned co-signs from major players in the rock scene.
Their viral cover of “My Own Worst Enemy” got the attention of Jack White and Billie Joe Armstrong, both of whom invited them to open shows shortly after their breakout moment.
They’ve since played major stages like Riot Fest and WWWY, landed a slot on this summer’s Vans Warped Tour, and scored a feature in Alt Press.
In just under a year, The Paradox has gone from basement covers to full-on momentum — and “Do Me Like That” is cementing their arrival.
The Playbook
Play #1: Capturing The Early 2000’s Nostalgia via Beloved TV Shows
To connect with millennial fans who grew up on early-2000s pop punk, The Paradox tapped into a wave of childhood nostalgia. They recorded a series of playful covers — from Drake & Josh to iCarly to Total Drama Island — filmed casually in their home rehearsal space.
This wasn't just nostalgia bait — it showcased their sense of humor, taste, and musical chops, creating instant relatability with their target audience.
Play #2: Showcasing The Raw/Live Performances And Likable Personalities As A Band (Even At Home)
From day one, the band consistently posted clips from their rehearsal room — often in the same suburban house setup.
In an era when many bands default to lip-synced TikToks, this raw, live content stood out. It let fans see they could actually play, creating a deeper connection and laying groundwork for ticket sales down the line.
@theparadoxband This is an original called “Elise” let us know if you want us to record and release it!! 🤘🏽🔥 #pop #punk #poppunk #guitar #bass #fender #vi... See more
Play #3: Leaning Into The “Subaru” Narrative
When the band teased that their upcoming single was titled “Subaru” (a nod to a lyric in the song), they got hit with a real cease and desist from the car company.
Instead of sulking, they turned it into content gold — filming a cheeky performance video outside an actual Subaru dealership. It completed a full story arc: teaser → conflict → hilarious payoff.
Play #4: Capitalizing on Existing Opportunities
Before dropping “Do Me Like That,” they leaned into their biggest wins — like opening for Green Day in a stadium — without overhyping it.
Posting fan clips and backstage moments subtly but consistently gave them credibility. It said: we’re still new, but we belong here.
Play #5: Nailing The Locations for “Do Me Like That”
Every location choice — from skate parks to suburban streets to underpass tunnels — felt intentional and on-brand. These weren't just cool places to shoot; they supported the sonic world of their music.
The aesthetic said 2000s alt rock energy, but the editing and tone kept it feeling fresh and 2025-ready.
@theparadoxband ‘Do Me Like That’ is out now and you’re still whipping a Subaru?!?🤯🔥 #theparadox #pop #punk #subaru #domelikethat #band
The Result
They sold out their first headlining show in Atlanta
They made their radio debut on KCRW
Landed support tour slots with Games We Play and All Time Low
Notched over 4 million streams on Spotify since the song’s release
Actionable Tips For Your Next Release
1) Show your raw performances — not just polished lip syncs
Often these days, it feels like most bands just do performance karaoke over their songs and not actually bring a POV in from the rehearsal. Earn trust by playing your songs live in your content, you’ll earn new fans trust especially when you want them to buy tickets to your show down the road.
2) Don’t wait for a “perfect” video to post your song
The Paradox gained traction with iPhone clips shot at home. You don’t need a polished music video to start momentum — you need a good hook, a scroll-stopping idea, and consistency. Nail that first. Upgrade visuals later.
3) Create hook headlines derived from your song title that fit in naturally on the social feed
A video of theirs I thought was brilliant was this video of the band’s visit to a McDonalds. The majority of the video doesn’t plug the song until the end and it’s framed like an internet reaction video. In it, the band tells the story of a McDonalds visit gone wrong because pickles were on a Big Mac that was specifically requested not to be. Hence why the overlay text reads “Why did McDonalds have to do him like that 😡”.
Whatever the song title is of your next single, think of a creative way to frame it on your social feed that can keep a potential new fan engaged and watching.
4) Capture your behind-the-scenes moments (before you're ‘big’)
People don’t just love songs — they love stories. Post the van rides, the load-ins, the after-show hangs. That b-roll becomes part of your mythos later. The Paradox is already building theirs in public — and fans are along for the ride.
BEFORE YOU GO…
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We’ll see you again next week!
- Stephen