TikTok Gives Kenyan Musicians New Tool to Grow a Global Audience

TikTok is providing Kenyan musicians with a new platform to help them grow and reach a global audience. Named TikTok for Artists Kenya, the platform is reliant on data, which is meant to give artists and the team behind them diverse insights all under one roof.

Through the platform, artists can now access data about their music, posts, and followers, helping them better understand their audience and measure performance. Follower insights include a breakdown of the audience by gender, age and language.

Post performance data includes metrics such as views, likes, comments, shares, and post completion rates. On the same platform, Kenyan musicians can also access song performance metrics, including the number of views, posts, and creator engagements for each of their tracks.

The introduction of a new pre-release tool also allows artists to create album pre-release campaigns, building anticipation and engagement before their music drops.

This artist-first platform aims to empower musicians with analytics, promotional tools, and fanbase-building opportunities, making it easier for them to reach wider audiences and strengthen their presence in the industry.

 “With the launch of TikTok for Artists in Kenya, 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,” says Toyin Mustapha, Head of Music Partnerships, UK, Ireland and Sub-Saharan Africa at TikTok.

“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,” he added.

Toyin noted that this feature was essential because the Chinese-owned social media platform has become a primary space for music discovery and promotion throughout Africa. Tiktok has grown rapidly in Kenya and is just behind Meta-owned Facebook in terms of active users.

In April, the artist platform was introduced in a few countries, and now it’s officially available in Kenya.

Read: TikTok Bans 43,000 Accounts as Content Warnings Rise in Kenya

TikTok for Artists is now available to anyone with a certified TikTok Artist Account. Artists can also grant access to their managers and label teams.

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