Atlantic hails TikTok’s role in first UK drill number one


The UK’s drill music scene is celebrating its first number one single after Russ Millions and Tion Wayne’s ‘Body’ took top slot in the official chart.

Label Atlantic Records has hailed the role that TikTok played in popularising the track, with four different sound clips trending on the social app, and being used in more than 800k videos.

Meanwhile, Millions and Wayne both enthusiastically fuelled the viral wave – an ‘outfit transition’ challenge included, where fans changed clothes halfway through their clips – with their own TikTok posts.

“Getting ‘Body’ to number one in the UK chart is a historic achievement and is the result of what can be achieved when a label and its partners lean into black music culture in real time,” said Austin Daboh, EVP at Atlantic. “When a track is exploding on a platform and having a real moment, it’s vital that the artist recognises it. Tion and Russ have reacted and engaged with their fans with the help of Atlantic’s brilliant digital team and the results are clear for everyone to see.”

Stuart Dredge

Sign up for Music Ally’s free weekly newsletter, The Knowledge – at-a-glance analysis of the modern music industry

Read More: Marketing News
Leave a Reply

(All fields required)