The Chinese app offers artists on the mainland an effective and more accessible way than traditional marketing to reach a global audience.
Since the phenomenal success of the song Love Nwantiti (Ah Ah Ah), released in 2019, millions of fans have taken to the chorus of the lyrics in Igbo of the Nigerian singer CKay featuring his compatriot Joeboy and the Ghanaian star Kuami Eugene. The title was the most “shazamed” song in the world in 2021, entered the American Billboard Hot 100 and spawned a slew of remixes: in Arabic and French by ElGrande Toto, in French by Franglish, in German by Frizzo, but also in Spain, South Africa…
Last October, Ckay became the first African artist to reach 20 million listeners per month on Spotify. And his hit is not an isolated case. Piki Piki Skirt, from Zambian Afunika, Sad Girlz Luv Money, from Ghanaian Amaarae, Woza, from South African DJ Mr JazziQ, Touch It, from Ghanaian KiDi… All exploded the view counters in record time. Their common point? Tik Tok. The Chinese video-sharing application is particularly suitable for launching new musical trends.
