Biz embraces 'addictive' TikTok to inspire viral album campaigns

Andre Paine

Just over a year since the UK launch of TikTok, industry executives have told Music Week that the platform is playing an increasingly vital role in artist campaigns.

The video-sharing app has been credited with building the success of Regard’s Ride It. The track has peaked at No.2 and has sales of 365,197 (Official Charts Company).

Ministry Of Sound Recordings released the single in July after witnessing its viral success on TikTok. A 20-second video clip for the Kosovan DJ’s ...

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