Slide away: TikTok becomes 'even more important' for artists in self-isolation

Andre Paine

TikTok has become an increasingly significant platform for artists during the global lockdown, according to labels and digital agencies behind viral campaigns.

The short-form video sharing app boosted its global profile when Drake seeded Toosie Slide (Ovo/Republic) on TikTok ahead of the single’s release. It debuted on the platform with a video of hip-hop dancer Toosie, which was then amplified by key influencers.

While Toosie Slide is now building its airplay and streaming presence, including 117,749,824 Spotify plays so far, ...

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