TikTok today announced the launch of TikTok for Artists in South Africa following its global debut earlier this year. The new all-in-one insights platform is designed to provide artists, their labels and their teams with the data and tools they need to better understand their music performance, audience and fan engagement on TikTok, helping them promote their work and drive success both on and off the platform.
With daily-updated dashboards and comprehensive analytics, TikTok for Artists offers unprecedented access to transparent, actionable data providing insights on how music and content is performing, and how fans are interacting with it.
Features include:
Song performance: number of views, posts and creator engagements per track
Post performance: views, likes, comments, shares and post completion rates
Follower insights: breakdown of audience by gender, age and language
Step-by-step guides to TikTok tools and features
Support and resources for building a long-term music career
The platform also officially introduces the Pre-Release tool, enabling artists to create campaigns for upcoming albums and allow fans to pre-save directly to their preferred streaming platform, such as Spotify or Apple Music.
Speaking on the expansion, Toyin Mustapha, Head of Music Partnerships, UK, Ireland and SSA at TikTok, said: “TikTok has always been a key space for music discovery and promotion across Africa. With the launch of TikTok for Artists in South Africa we’re giving artists and their teams access to insights that can help them engage their fans in more meaningful ways and grow their careers globally. This platform is about putting powerful, transparent data in the hands of creators so they can make smarter decisions and connect with the global TikTok community.”
TikTok has become a powerful discovery tool, with local music driving massive engagement and sparking viral moments. Over the last 3 months, the most saved track in South Africa using the ‘Add To Music App’ discovery feature has been ‘Isaka (6am)’ by Ciza, Jazzworx and Thukuthela, which has been used in over 1.2 million video creations in South Africa alone, and more than 2 million globally. Similarly, ‘Ngishutheni’ by Goon Flavour, Master KG and Eemoh – another one of the most-saved tracks using ‘Add to Music App’ in South Africa – has generated nearly 1 million creations in South Africa and over 6 million worldwide, showing how TikTok is driving discovery and breaking down borders for local talent.
Everyday users can also turn into storytellers and promoters on behalf of artists. The success of Mawhoo, GL_Ceejay and Thukuthela’s ‘Bengicela’ (feat. Jazzworx) has seen over 630 000 local video creations and over 700 000 global creations. The use of an artists’ sound, fuels organic music discovery but also equips artists with actionable insights and promotional opportunities, making a tool like TikTok for Artists an essential partner for launching, growing and globalising one’s music career.
TikTok for Artists is available now for all artists with a certified TikTok Artist Account. Artists can also grant access to their managers and label teams, ensuring that the right people have the insights they need to plan effective campaigns.
With this rollout, TikTok reaffirms its investment in the African music industry, supporting the region’s thriving creative community with tools that empower them to build sustainable, global careers.
