TikTok: Malawi’s new stage for music discovery

TikTok has fast become Malawi’s most influential stage for music discovery, upending traditional gatekeepers and giving both rising and established artists a new way to reach audiences at the click of a button.

What was once the work of radio DJs, record labels and promoters is now being shaped by viral dances, skits and short clips that spread like wildfire across the platform.

Long term artist manager Samuel Chiwaka observes that TikTok has flipped the script on the Malawian music scene creating a space where anyone from seasoned stars to street-level newcomers can capture national attention.

However, he warns that the fast moving nature of the platform raises concerns about artist burnout, copyright infringement and whether musicians are truly benefitting from their creativity.

“It is helping to bring old music back to life and shaping how tunes are made, promoted and consumed,” said Chiwaka.

For musician Shafie Phiri, popularly known as Driemo in music circles, TikTok turned from an afterthought into a career booster. He first shared a video clip of his song All of me which gained over 2 000 likes.

“At first I was thinking that TikTok was not a big deal, but most of my short clips started trending and it exposed me to fans I would not have reached alone. The results went beyond likes and shares,” he said.

Up-and-coming artist Rex Abraham, known as Yo Boy Qaso, shares a similar story. His earlier release Changa barely made a mark, but his track Mbali Yakuno exploded after single mothers began using it.

“TikTok has become a platform where people spend most of their time these days. It is easier to get a larger audience for my music in a short time compared to other platforms and this visibility has brought me many bookings,” he said.

Multi-genre producer and artist Ian Derrick Ngalande, well known as Trappy Beats, said the app is a launch pad for artists.

He said: “My music started gaining traction when I shared short snippets and behind-the scenes content. People connected with the sound and the challenges and trends really helped push it further.

“The impact was immediate, streaming numbers rose, downloads spiked and bookings increased.”

Similarly, Prince Chitz points to TikTok as a major turning point in his music career, giving him a platform to showcase his unique music, reach new audiences and transform from an emerging artist into a household name among young listeners.

“After months of posting consistently, I started gaining traction. Most youths use TikTok frequently, so it is easier to get your music to them. The recognition has led to other benefits such as streams growing rapidly and I’m getting more bookings than before.” he said.

Music promoters are also rethinking their strategies, shifting from traditional methods such as radio and live shows to embracing digital platforms such as Tiktok.

A promoter from Umatha Daily, Natty Magwira, said TikTok has made it easier to spot new talent.

“Artists can go viral without big budgets or using traditional platforms. It is one of the quickest ways to discover new acts,” he said.

TikTok’s power lies in the users who amplify music.

Alick Chippie Chauwa, an active TikTok user, said he does not search for songs on the platform.

“Most music video clips just show up on my For You Page feed because of the algorithm. If I like a song, I’ll check it out on YouTube or other streaming sites. Yes, I’ve gone to shows because of artists I discovered there and sometimes we get free concert passes because they know us from TikTok,” he said.

Yet, the opportunities come with challenges.

Chiwaka warns of a volatile trend cycle that pressures artists to release rushed music.

“TikTok pushes artists to make songs that fit the vibe of the platform. There are also concerns about whether artists are getting paid fairly and have control over their work,” he said.

Chiwaka adds that copyright infringement, algorithmic bias and reliance on short-form content could undermine originality in the long-run.

Some artists are aware of these risks as they recognise that while social media platforms and digital distribution channels offer them wider exposure and opportunities, they can also cface some challenges.

“TikTok is not a standalone platform for boosting one’s career. You need other platforms and means to grow,” said Chitz.

Despite these concerns, most agree that TikTok has levelled the playing field for Malawi’s music industry.

On his part, communication studies lecturer at Malawi University of Science and Technology (Must), Mwaona Nyirongo, argues that TikTok has disrupted music discovery and he cautioned that the platforms’s opportunities are not spread evenly.

He said: “In the past, radio determined what music was accessible and discoverable. But with TikTok, musicians can upload snippets and instantly engage audiences. This unsettles power on the what, who and how music is discovered.

“On the surface, it seems to offer equal opportunities, but in reality, it favours genres like Afrobeat, Amapiano and dancehall. Artists with Internet access and resources still enjoy an advantage.”

Whether it is reviving old hits, launching new stars or reshaping promotion strategies, TikTok is more than an app as it is a new ecosystem for Malawi’s music.

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