For artists starting out, the Chinese social network is a gateway. For already established singers, TikTok works as a means of ensuring the dissemination of new hits.
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While the National Academy of Recording Arts and Sciences, which awards the Grammys annually, isn't known for absorbing the zeitgeist, the New Artist category has become increasingly eclectic, reflecting the impact of the internet age on today's music. .
“Social networks have made the music industry much more receptive to the public’s tastes, instead of wanting to define from above who the star of the moment is,” Tatiana Cirisano, an analyst at MIDiA Research, told AFP.
But the phenomenon is not new. Canadian Justin Bieber was discovered on YouTube and his compatriot, Shawn Mendes, on Vine.
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“TikTok has really exploded” in recent years and “it’s clear that it’s an integral part of almost every artist’s strategy,” analyzed Cirisano.
It's no surprise that the last two Grammy winners for Best New Artist, American singer Olivia Rodrigo and rapper Megan Thee Stallion, had huge success on TikTok.
Among those nominated in the category this year are rapper Latto, Muni Long and Omar Apollo, three singers that the app itself listed among the best emerging artists on its platform.
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@pop_lyricsbr Muni Long – Hours and Hours #for you #rnbvibes #blackmusic #typography #musictranslation🎶 ♬ Hrs and Hrs – Muni Long
@latto777 Heard yall want freestyle latto back… this my fav song right now 💨💨💨 #latto #biglatto #smokingonmyex #freestyle #fyp ♬ original sound – BigLatto
Anita and others
Brazilian Anitta, who is also competing for a Grammy, was boosted by the success of the song “Envolver” on TikTok.
Italian Maneskin, whose hit “Beggin'” also went viral on the app.
Other artists competing for the 2023 Grammys, such as indie rock band Wet Leg, jazz duo Domi & JD Beck, rapper Tobe Nwigwe and singers Molly Tuttle and Samara Joy, also have followers on the app.
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“People come up to me and say, 'I found you on TikTok,'” Joy recently told NPR Radio, claiming to have gained more than 100 followers within a month of joining the platform.
(Source: AFP)
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