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HOW TIKTOK IS REWRITING THE RULES FOR EMERGING ARTISTS
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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Best guide to hip hop, soul, reggae concerts & events in San Francisco Bay Area, Los Angeles & New York City + music, videos, radio and more
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Marcos Valle
Tuesday, July 28 @ UC Theatre, Berkeley
Moonchild
Wednesday, July 29 @ UC Theater, Berkeley
DMC USA Finals 2026
Saturday, Aug 8 @ The Midway, SF
Thee Sacred Souls
Saturday, Aug 15 @ Greek Theatre, Berkeley
Erykah Badu
Sunday, Sept 27 @ Greek Theatre, Berkeley
Jungle
Wednesday, Oct 7 @ Greek Theatre, Berkeley
Hugel
Saturday, Nov 7 @ Greek Theatre, Berkeley
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