The meteoric rise of TikTok as a social media powerhouse has undeniably reshaped the landscape of mainstream music. Its influence has permeated genres worldwide, including the vibrant and rhythmic world of Afrobeats. While the platform has propelled several Afrobeat artists into global stardom, it has also prompted a reevaluation of music production and consumption that begs for scrutiny and strategic reform.

TikTok has become one of, if not the worlds largest music app and in doing so it has also become a key figure in discovering new and exciting gems as well as promoting and marketing songs and artists to an ever expanding array of audience. Its potential and results have been to say the least more than impressive with many artists benefiting from its system. It has resulted in songs transcending decades to make comebacks on the social media app, and has helped in making songs cross the music sea and borders and reaching different countries through the use of dance challenges sing alongs, edits and so on, basically, anything that trends. And like the rest of the world, African artists and Nigeria in particular were rewarded bountifully from the app, with artists like Ckay and Rema gaining not only its financial benefits but also the international stardom and access to a deeper international scene than most that TikTok offered. A huge hurray for Afrobeats

The arrival and unprecedented success of TikTok has also come few shortcomings, one evident ones include a reduced attention span of the audience and what people have come to call a “model”. Labels and artists now try to create projects or songs to fit the TikTok model, gimmicks and catchy dance trends being used and sometimes questionably skit like snippets on the social media. A style that sacrifices true artistry and passion for the arts in order to create a tiktok banger. This has led to an over saturation of similar modeled songs penetrating into the music scene, accompanied by catchy hooks and rememberable dance steps. And although commercial success can be gotten from TikTok, an artist whose foundation is built on it or around it, well there’s not much to say.

The TikTok platform thrives on brevity and virality, often rewarding songs that can captivate users within the first few seconds. This formula, while successful in creating instant hits, can inadvertently undermine the musical depth and cultural storytelling that are hallmarks of the afrobeat genre.

The overwhelming effects of TikTok even floods into original songs with sublime artistry that end up becoming hits on the social media platform. Songs that went viral on Tiktok were condemned to the curse of being sped up, slowed down, or changed from its original style in a way that most times may demean the work or the artistry of the artist and people involved in making the music. Popular hit songs like Love Nwantiti, Ku Lo Sa and Calm down are among the many few victims of such. As well as some artists and labels releasing various forms by themselves for cash grabs, while undermining genuine artistic expression.

All these do not take away the fact that TikTok’s influence has been vital to the exponential growth of many artists as well the social media platform still being a major market in music. In fact, TikTok is still in the business of turning unseen talent to viral sensations almost overnight and multiplying their numbers and streams in millions of folds. However, a true and devoted fanbase that would stand the test of times as well longevity in the industry as a respected artist would be difficult to obtain while being a “TikTok artist”.