TikTok is transforming the way artists make music — and the way the industry makes stars. Artists from every background, with or without industry backing, are using TikTok to amass global fanbases, and even launch cultural movements with their music. With over 200 million TikTok videos created using the Global Top 10 songs in 2024 — leading to over 8 billion Spotify streams — the platform has rewritten the rules of music discovery and promotion.

It’s more than just exposure; TikTok provides an interactive stage where artists and fans co-create moments. Emerging talents are building careers in real time, where a hit doesn’t come from major label push alone but from authentic engagement and community-driven content. Two artists leading this wave of breakthrough success are Gigi Perez and Malcolm Todd — each crafting deeply personal music that’s found massive resonance on the platform.

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