It’s no longer a secret. TikTok has quietly reshaped the way the world shares stories, connects communities, and discovers music. What began as a short-form video app has become a powerful platform of cultural exchange, one that now plays a central role in how music is introduced, shared, and celebrated across continents. Nowhere is this impact more visible than in Africa, where TikTok has emerged as a dynamic tool for musicians to grow their audiences, shape their artistry, and export local sounds to global stages.
In today’s music industry, a rollout strategy that doesn’t include TikTok is considered incomplete. The platform has become essential in how songs are discovered, how fans engage, and how artists break through, not only within their home countries, but on a global scale.
A Brief Look Back: TikTok’s Evolution
Launched globally in 2018, TikTok quickly grew into a cultural phenomenon. Its signature vertical video format offered an accessible stage for anyone with a smartphone to perform, inform, or express. But during the global lockdowns of 2020, TikTok truly surged. In a moment of collective stillness, it gave people a new way to connect, and music became its heartbeat.
As the platform grew, it began to influence not only what people listened to, but how music was created, marketed, and consumed. What followed was a shift that positioned TikTok as one of the most important tools in an artist’s digital toolbox.
A New Era for African Artists
For artists across Africa, TikTok has provided a direct line to audiences well beyond their borders. From genre-defining hits to grassroots challenges, the platform has offered visibility and virality often in ways that traditional music channels cannot.
Toyin Mustapha, TikTok’s Head of Music Partnerships for the UK, Ireland, and Sub-Saharan Africa, speaks to this evolution:
“Music is at the heart of the TikTok experience. It’s a place where fans discover new sounds, artists connect directly with audiences, and communities form around the music they love. We’ve invested in tools, programs, and partnerships to make sure African artists are part of that global story.”
One such program is SoundOn, a music distribution platform by TikTok, launched in Nigeria and South Africa, enabling artists to upload music directly and receive royalties from usage on and off the platform. It reflects TikTok’s broader commitment to giving African creators the resources they need to turn creativity into career sustainability.
Stories from the Sound: Voices of a New Generation
TikTok has been widely adopted and is now essential to artists’ rollout strategies. South African singer Zee Nxumalo has seen her music travel far beyond linguistic boundaries and TikTok has played a key role.“Even though most of my songs are in isiZulu, fans around the world connect with them through the dance challenges on TikTok,” she says. “Music is a universal language, and TikTok continues to prove that. Her breakout track “Thula Mabota” spread across the platform through user-generated content, many of whom didn’t speak the language, but resonated with the rhythm and movement of the track. These moments have helped Zee grow not just a fan base, but a sense of community around her music.“TikTok empowers artists to market in ways that feel organic and impactful. It’s more than just virality, it’s connection.”
For Major League DJz, the globally touring twin duo behind some of Amapiano’s most defining tracks, TikTok has been instrumental in pushing the genre beyond its Johannesburg roots. “We’ve gained a lot of international recognition thanks to TikTok,” they note. “Songs like ‘Up All Night’ and ‘Koo Koo Fun’ went viral, helping us connect with fans across continents.”
Their 2022 nomination in the inaugural TikTok Viral Song of the Year category at the South African Music Awards was not just recognition, it was a turning point.“TikTok has given Amapiano visibility. It’s not just about music discovery; it’s about cultural placement,” they add. “We’re taking African dance music into the global dance music scene, and TikTok is central to that journey.” They are also leveraging their own platforms, such as Balcony Mix Africa and Untitled Audio, to nurture new talent and build a sustainable ecosystem around the genre.
For WizTheMc, whose upbringing spans South Africa and Germany, TikTok has served as a bridge across cultural and geographic divides.“TikTok has changed the game entirely for me,” he reflects. “It allows my music to reach people all over the world, regardless of where I’m posting from.” Although it hasn’t altered his creative process, Wiz acknowledges that the platform has influenced how he presents his music visually, using key moments from songs to build intrigue and deepen emotional connection with listeners. “It’s a way to extend the life of the music, to add meaning and context beyond just audio.”
Initiatives That Support African Talent
TikTok’s support for African musicians goes well beyond algorithms. From workshops and creator hubs to strategic partnerships, the platform is investing in artists’ growth from the ground up.
Some of its landmark initiatives include:
TikTok LIVE Amapiano Festival: A five-hour digital showcase of South Africa’s top Amapiano talent, watched globally.
Sisonke: An original Amapiano track created with Def Jam Africa and TikTok creators — fully funded by TikTok, with all royalties going to the creators.
Africa Creator Hub: An intensive training program that equips rising creators with skills to build long-term success.
Masterclasses at Music Imbizo & Africa Rising Music Conference: Educating artists on how to harness the platform’s features to grow their careers.
‘Add to Music App’: A seamless integration that lets users save TikTok tracks to streaming platforms, with over 1 billion songs saved so far.
Most notably, the SoundOn platform allows African artists to distribute their music across more than 90 streaming services globally, removing the gatekeepers and giving artists control over their careers.
“TikTok offers a level playing field where authenticity is rewarded,” says Mustapha. “It’s not about who you know, but how well your music resonates. That’s where real discovery happens.”
Sustaining a Movement
As TikTok continues to expand its reach and refine its tools, the goal remains clear: empower creators, amplify culture, and support sustainable music careers. From viral challenges to global streaming success, TikTok has not only become a launchpad for African musicians but a partner in their long-term artistic evolution, ensuring that every artist rollout is impactful.
