In the modern era, it can be easy to forget the obsessive disconnect that once existed between music enthusiasts and inaccessible ‘idols’ back in the internetless age. In fact, artists themselves were disconnected from their own craft, with creative decision-making power often being in the hands of record-label higher-ups.
But with the 21st century came music’s democratisation, making the music industry way more empowering and authentic for musicians, and far more accessible to fans. And what better platform to illustrate the democratisation of music than TikTok?
TikTok‘s interest-based algorithm has been a complete *game-changer* for the music industry. The platform operates by generating personalized content on users’ For You Page, a page that, as the name suggests, is profoundly tailored to fans’ individual interests.
This customised experience that honours personal taste differs from the ‘social-based’ algorithm employed by many other platforms, in which content is generated based on what the user’s connections would like. So, TikTok has succeeded in transforming the cultish craze, often controlled by group thinking, towards a more ~authentic affinity~ between fans and musicians. At once, like-minded music enthusiasts on TikTok have the chance to unite organically (namely in the #NewMusic specialized hub) in support of artists with whom they resonate.
@llunr I ASKED STRANGERS TO ACT IN MY MUSIC VIDEO for ‘everlasting dance’ #popmusic #NewMusic ♬ Everlasting Dance
TikTok is equally rewarding from the musical artist’s perspective. Its unique video format allows musicians to *freely* express their creative vision in bite-sized music moments without compromising authenticity. The well-crafted, catchy content is accessible to music enthusiasts worldwide, including music lovers who value efficiency and wouldn’t normally watch lengthy content. Capturing the essence of artists’ craft, TikTok’s digestible format allows musicians to appeal to diverse personalities who, above all, share similar musical interests.
@liamsibabyy C’EST PAS NORMAL !
Shutting down claims that the success it fosters is virtual or even fictitious, TikTok offers its artists the exposure and recognition required to secure real-life opportunities. The platform has consistently expanded its musicians’ income potential, whether it be through sold-out gigs, millions of listeners on streaming platforms, brand partnerships, or even full-on record deals. So, TikTok has a real, exponential effect on its emerging artists’ careers, in the real world.
@llunr I’M SO HAPPY YOU GUYS ARE LOVING MY NEW SONG ‘ROCKETSHIP’ #NewMusic #popmusic ♬ Rocketship
But that’s not all, the platform exposes artists to potential collaborators. With so many opportunities to join forces with like-minded creatives, whether it be other musicians, choreographers, or content creators at large, TikTok fosters unparalleled creative synergy that is conducive to artistic innovation.
@liamsibabyy MON LOVE OHO UK REMIX FT BENZZ & ? GUESS WHOO MM MM @therealbenz0 ♬ MON LOVE OHO
Cosmopolitan Middle East would like to highlight two stellar emerging artists in particular, LLUNR and Liamsi, who have found a home and worldwide success on TikTok. Each of these talented musicians has their own unique style, and they’ve mesmerized their fanbase with their innovative creations.
Get to know TikTok’s very own LLUNR and Liamsi in a few questions…
Liamsi, a 23-year-old rapper from Morocco, has made waves globally with his track Mon Love Oho, which has now amassed over 5 billion views on TikTok.
Via @liamsibaby on Instagram
Cosmo ME: From your point of view, what makes the Moroccan rap scene so unique in comparison to other rap scenes (British and French, for example)? Do you find that there are a lot of Moroccan rappers promoting their uniqueness on TikTok?
Liamsi: The Moroccan rap scene has several unique aspects that set it apart from other rap scenes around the world such as:
Multilingualism: Moroccan rappers often incorporate multiple languages in their lyrics, including Moroccan Arabic (Darija), French, Spanish and occasionally English. This linguistic diversity allows for a wider range of expression and connects with audiences from different backgrounds.
Cultural Fusion: Moroccan rap blends elements from traditional Moroccan music, such as Gnawa, Rai, and Chaabi, with contemporary hip-hop beats. This fusion creates a unique sound that reflects the diverse cultural heritage of Morocco.
Grassroots Movement: The Moroccan rap scene emerged as a grassroots movement, with artists initially distributing their music independently online and through underground networks. This DIY approach allowed for artistic freedom and authenticity, paving the way for a vibrant and diverse rap community.
We have seen lately many emerging artists from Morocco scene gain popularity on TikTok which shows how much Moroccan rapper and artists are promoting their unique sounds on their platform.
Cosmo ME: What inspired you to create a UK remix on your track Mon Love Oho? Did any UK artists within the TikTok community inspire you to do so?
Liamsi: What really inspired me to create a UK remix was that the broad exposure of my track ”Mon Love Oho” going viral worldwide, many artists from the UK rap scene congratulated me because they loved my song. However, there is one special track called ”Body” By Russ Millions and Tion Wayne which they also create a remix for it and it was viral on TikTok, that really inspired me to do a UK Remix.
Cosmo ME: If you could use one word to describe the impact that TikTok has had on your musical career, what would it be and why?
Liamsi: The word I would choose is “Transformative”. TikTok has proven to be a transformative platform for many artists around the globe. Offering the Visibility which is the power of making songs go viral, exposing artists to a massive global audience. In addition, TikTok has the potential to launch careers and drive artists into the mainstream. As well it opens doors for artists to collaborate with other musicians, producers, and influencers.
In summary, the word “Transformative” captures the profound impact TikTok has had on my music career.
Check out Liamsi’s TikTok content here.
LLUNR, a pop sensation based in Jordan, has built an entirely new audience on the platform, with his songs Doo Doo Doo (Unplugged) and The World Could End With You reaching millions of views and hundreds of thousands of creations in the MENA region, South East Asia and beyond. Doo Doo Doo was in the top 10 most-used tracks in Saudi Arabia in 2022, an incredible feat for a young independent artist.
Via @llunrmusic on Instagram
Cosmo ME: What’s the inspiration behind your stage name (pronounced Lunar)?
LLUNR: I was about to release my first song, and all that was left was to add an artist name. I had no idea what I was going to go for. I even did those ‘artist name generator’ things and nothing really cool like “Post Malone ” came up haha. My name is Bader. In Arabic that means full moon. So I did some research and began looking up to see how many “Bader’s” were taken. At the time it was like 15. And I thought, if ANYONE wanted to search for me, they’d have a hard time, especially at first. But after going back and forth and trying to find ways to keep the core meaning of Bader while standing out as the only one, LLunr was born. Double L, U, N, R. I even did a google search of that name. Nothing. Not a single person, place or thing. Google even tried correcting it. And that’s when I knew that Llunr was going to be it.
Cosmo ME: You’re very honest, transparent, and vulnerable on your TikTok account. It seems that, beyond the music, you care about the one-on-one conversational aspect of your craft. Why is that important to you, specifically in relation to your fanbase?
LLUNR: Honesty, transparency, and being authentic are among some of the main values I choose to follow. We’re all human. I’m just another person. I’ve been through tough times, I’ve learned, and I’ve crossed a lot of life tests. And I’m sure you have too. Because that’s part of being human.
“Me” as an artist is also “me” as a, well…person. This whole thing is a journey, and If I’m going to go through it, I’m going in as me.
And in relation to the fanbase? Everyone automatically becomes family. Because family is there for you in all phases, they’re there to support and have your back no matter what, and they’re there to hop on the ride no questions asked.
Cosmo ME: How would you describe your creative process, both lyrically and sonically? And do you think that TikTok has been an excellent way of executing that process?
LLUNR: My creative process is as unpredictable as the weather. Except at least the weather could be forecasted.
But most of the time, in terms of lyrics, I do find myself getting inspired by personal experiences, stories I’ve heard here and there, or a concept that I may find curious. Sonically, I just tend to mess around a lot. If I hear a sound in my head, I want to make sure you hear it too. And so the game of trial and error begins until the sound presents itself, whatever it may be. I do love setting the mood musically. And each time I begin working on a song, I begin to imagine and ask myself, where is this song going to be played? What mood/vibe does it fit? Are you alone when listening? Or with a group of friends? Is it a party? Is it in the car? Is it background music? Etc…
I make these songs for me, with you in mind.
Check out LLUNR’s TikTok content here.