iAfrica
1 week ago
3 min read
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TikTok and the African Union have partnered to place the spotlight on African content through a month-long campaign dubbed #IamAfrican in celebration of Africa Day on 25 May. The campaign calls on users to share their views on what makes them proudly African across various categories, including music.
As music, along with the industry, continues to be revolutionised by TikTok, the platform has become a powerful promotional tool for the discovery of breakout music and artists. Not only has TikTok changed how people discover music, but the platform is changing music consumption habits too. This is especially evident through the popularity of TikTok playlists – an in-app feature that allows users to group their favourite videos and sounds for easy access at a later stage.