How TikTok Is Rewriting the Rules for Emerging Artists
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TikTok is transforming the way artists make music — and the way the industry makes stars. Artists from every background, with or without industry backing, are using TikTok to amass global fanbases, and even launch cultural movements with their music. With over 200 million TikTok videos created using the Global Top 10 songs in 2024 — leading to over 8 billion Spotify streams — the platform has rewritten the rules of music discovery and promotion.
It's more than just exposure; TikTok provides an interactive stage where artists and fans co-create moments. Emerging talents are building careers in real time, where a hit doesn't come from major label push alone but from authentic engagement and community-driven content. Two artists leading this wave of breakthrough success are Gigi Perez and Malcolm Todd — each crafting deeply personal music that's found massive resonance on the platform.
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Gigi Perez: From Berklee Dropout to Viral Star
When Gigi Perez posted a stripped-down track called 'Sometimes (Backwood)' to TikTok, she had no idea it would take on a life of its own. Within a month, the song had over 18 million streams, eventually climbing to more than 200 million globally and topping Spotify's U.S. Viral chart. It was the first sign that Gigi's raw, emotive alt-pop resonated far beyond her bedroom.
Born in New Jersey and raised in Royal Palm Beach, Florida, Gigi's path wasn't linear. After briefly attending Berklee College of Music, she turned her focus to promoting her music through social media, using TikTok to share her work directly with fans. That decision paid off. 'Sailor Song,' her queer love ballad and most viral release to date, exploded on the platform, generating over 8.3 million TikTok videos and helping her gain more than a million new followers since July 2024.
'Sailor Song' wasn't just a soundtrack; it was a movement. TikTok creators used the track to share queer poetry, stories about mental health, and reflections on love and loss. The song became a soundtrack to vulnerable storytelling, cementing Gigi's status as an artist whose music could carry emotional weight across formats and borders. Its momentum translated to real-world success: a Billboard Hot 100 peak at #22, chart-topping positions on Spotify and TikTok's global charts, and over 900 million streams on Spotify alone.
The authenticity of Gigi's storytelling, combined with TikTok's participatory culture, has turned her into a true Gen Z icon. Her recent self-produced single 'Fable' continues that trajectory, proving that success on TikTok isn't a fluke — it's the new frontier for artist development.
'I owe so much of this to TikTok and the people who shared their own stories through my songs,' Gigi posted when 'Sailor Song' hit 100 million streams. 'This is our song now.'In 2024, empowered by TikTok's direct-to-fan model, Gigi announced a slate of headlining shows across LA, NYC, London, and Berlin. They almost felt like community gatherings, filled with fans who first discovered her voice on their TikTok For You Page. This year, she's back on the tour bus to promote her debut album, At the Beach, In Every Life, out April 25.
Malcolm Todd: The 'Sweet Boy' with Indie-Pop Swagger
For Los Angeles-based singer-songwriter Malcolm Todd, TikTok was more than just a tool — it was the turning point. After graduating high school in 2022, he took a leap of faith, deferring college to pursue music full-time. That decision, initially met with hesitation from his family, now looks prophetic.
By the time 'Chest Pain (I Love)' hit TikTok in early 2024, Malcolm had already released 'Sweet Boy,' quit his day job at Cold Stone, and built a devoted following. But 'Chest Pain' was the breakout, generating over 3 million videos posted on TikTok and inspiring the viral 'i love' trend that brought fans into his world of late-night thoughts and heart-on-sleeve songwriting.
Malcolm's rise surpasses many of those discovered from TikTok that came before him. His self-titled album Malcolm Todd is a cohesive, deeply personal statement that captures the messy emotions of youth — funny, proud, anxious, and heartbreakingly honest. The record's lead single 'Bleed,' featuring Omar Apollo, showcases both his ambition and artistic growth. 'We had nothing to lose because we had so much of the album done,' Malcolm says, recalling how he and collaborators Jonah Cochran and Charlie Ziman threw caution to the wind in the studio. That unfiltered creativity has become his signature.
What sets Malcolm apart is his unwavering curiosity. He's not chasing virality; he's chasing authenticity. 'Challenge yourself,' he tells fans, many of whom see him not just as a musician but as a peer navigating the same uncertain world. On TikTok, his songs became an emotional canvas for users to tell heartfelt stories about their relationships, engagement stories, and even pet videos.
For Malcolm, TikTok has offered more than exposure. It's offered validation. 'I just love making music so much,' he says, 'and I hope people feel that when they hear it.' Judging by the flood of content, streams, and sold-out shows, they do.
Turning the For You Page into a Creative Lab for Artists and Fans
With artists like Gigi Perez and Malcolm Todd leading the way, TikTok is more than a social app for musicians and creators. It's the future of the music industry. It's where careers are launched, communities are built, and songs find meaning far beyond the studio.
In the era of passive listening, TikTok has created an ecosystem of active engagement. Artists don't just drop music; they create cultural moments. And fans aren't just listeners. They're also co-creators, fueling trends, streaming hits, and reshaping the charts.
For the next wave of breakthrough artists, the message is clear: if you want to be heard, be on TikTok. Your future fans are already scrolling.Watch these artists reflect on how TikTok fueled their success by checking out 'Behind The Breakthrough' with Gigi Perez and Malcolm Todd.
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