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Aug. 25, 2025
TikTok on Monday announced the inauguration of TikTok for Artistes in Nigeria, following its global debut earlier this year.
Toyin Mustapha, the Head, Music Partnerships in the UK, Ireland, and SSA at TikTok, said in a statement that TikTok had always been a key space for music discovery and promotion across Africa.
Mustapha said that with the launch of TikTok for Artistes in Nigeria, it was giving artistes and their teams access to insights that could help them engage their fans in more meaningful ways and grow their careers globally.
He said that this platform was about putting powerful, transparent data in the hands of creators, so they could make smarter decisions and connect with the global TikTok community.
According to him, with this rollout, TikTok reaffirms its investment in the African music industry, supporting the region’s thriving creative community with tools that empowered them to build sustainable, global careers.
“This new all-in-one insights platform is designed to provide artistes, their labels and their teams with the data and tools they need to better understand their music performance.
“It will also provide artistes with audience and fan engagement on TikTok, helping them promote their work and drive success, both on and off the platform.
‘’With daily updated dashboards and comprehensive analytics, TikTok for Artistes offers unprecedented access to transparent, actionable data and provides insights on how music and content are performing, and how fans are interacting with it,’’ he said.
Mustapha said that the new platform offered a comprehensive suite of features designed to provide artistes and their teams with transparent, actionable data.
He added that it also delivered detailed song performance insights, including views, posts, and creator engagements per track, along with granular post performance metrics that cover views, likes, comments, shares, and post completion rates.
According to him, the platform also provides valuable follower insights, offering a demographic breakdown of the audience by gender, age and language.
Mustapha said that beyond analytics, TikTok for Artistes provided a wealth of educational resources, including step-by-step guides to the platform’s tools and features.
He noted that the platform would also provide support and resources designed to help artistes build a sustainable, long-term music career.
“This platform also officially introduces the pre-release tool, enabling artists to create campaigns for upcoming albums and allowing fans to pre-save directly to their preferred streaming platform such as Spotify or Apple Music,” the TikTok boss said.
Mustapha said that TikTok for Artistes was now available for all artistes with a certified TikTok Artiste Account.
According to him, artists can also grant access to their managers and label teams, ensuring that the right people have the insights they need to plan effective campaigns.
Also, British Artiste, Jordan Adetunji, with 640,000 followers said that TikTok for Artistes was a game changer.
“It is brilliant that I can give access to my team, who can also use the data to help us plan our campaigns,” the artiste said. (NAN)
