tiktok next gen rap

TikTok’s latest music-focused campaign is happening in the UK, and it’s based around homegrown hip-hop artists.

Next Gen‘ will spotlight 12 emerging British rappers over the next five weeks, including featured spots on its #Rap discovery page. It’s kicking off with Stepz, who already has 2.9 million followers on TikTok, and was the app’s most-viewed UK artist account in 2022.

“For two years in a row, Rap has been the most consumed genre globally on the platform and that’s testament to the creativity and work of the artists,” said TikTok artist manager Parris OH.

TikTok has some other news from this side of the Atlantic this morning too. Its European general manager Rich Waterworth has announced a new milestone for the region: “Over 150 million people across Europe coming to our platform every month”.

That’s up from 100 million in September 2020, which means TikTok has been adding an average of 1.7 million net new active users a month since then. Fun comparison: Spotify ended 2022 with around 146.7 million monthly active users in Europe – 30% of its user-base – having added an average of 1.1 million a month last year.

Music Ally’s next Learn Live webinar will help you understand what’s required for artists to thrive in new international markets!

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Stuart Dredge

Music Ally's Head of Insight

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