There is no denying TikTok has become one of those forces that has changed the dynamics. Various aspects of our lives have felt the impact of this powerful application, and for the African music sector, the app has brought significant change.
To onlookers and active social media users, TikTok is the perfect avenue for humorous and joyful content. But for African music, this app holds an unimaginable level of power; the power that can transport African music and the acts that birth them to great heights.
How does this application bring impact to African music, you might ask. Since its creation, TikTok has become the most downloaded and most accessed app in history, trumping other social media platforms like Instagram. Thanks to the short videos packed with various entertaining content, TikTok has become a household name in various homes across the world.
This is not only because of how entertaining it is, but it is because it has been known to send music from different parts of the world into the hands of many users across the globe. A viral video with a catchy song immediately results in increased plays, introducing the world to different sounds.
Putting two and two together must be accessible at this point, as a point has been more than fairly established as to how much of an amazing tool TikTok has become for music artists, especially from Africa.
When an African song goes viral on TikTok, fanbases from across the globe are acquired. In extreme cases, music released years ago suddenly becomes popular once again thanks to TikTok and its undeniable power.
Whether we would like to accept it or not, such an application has transformed African music permanently by introducing an ultramodern and entertaining approach to music marketing. Bashing the power of TikTok is a wrong move, as it has been proven to introduce different users to different tastes in music.
This is a positive direction for the “Africa to the world” movement, especially in the music world, as African artists wield power to ensure smash hits take the world by storm, one short clip at a time.
