From Gayle to Anitta, Grammy nominees stood out on TikTok

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Artists, especially those nominated in the revelation category, gained visibility on the platform. The award ceremony is this Sunday (5). Gayle and Anitta, nominated for the Best New Artist Grammy, gained visibility on TikTok Joe Scarnici/Getty Images North America/via AFP/Ronda Churchill/AFP After several editions of the Grammys with clear favorites for the Best New Artist of the Year award, next Sunday (5 ), the competition is open, and regardless of who wins, many of the nominees have gained greater visibility thanks to TikTok. The social network of short videos, with more than 1 billion monthly active users, very popular among teenagers, has received greater weight in the music world. For beginning artists, it’s a gateway, and for established artists, it’s a means of ensuring the release of their new hits. While the annual National Academy of Recording Arts and Sciences, which awards the Grammys annually, is not known for absorbing the spirit of the moment, the Breakthrough Artist category has become increasingly eclectic, reflecting the impact of the internet age on music today. . Anitta talks about Grammy nomination: ‘trying to keep me calm’ “Social networks have made the music industry much more receptive to the tastes of the public, instead of wanting to define from above who is the star of the moment”, said to AFP Tatiana Cirisano , an analyst at MIDiA Research. But the phenomenon is not new. Canadian Justin Bieber was discovered on Youtube and his compatriot, Shawn Mendes, on Vine. “TikTok has really exploded” in recent years and “it’s clear that it’s an integral part of almost every artist’s strategy”, analyzed Cirisano. No wonder, the last two Grammy winners for Breakthrough Artist, American singer Olivia Rodrigo and rapper Megan Thee Stallion, had a resounding success on TikTok. Among the nominees in the category this year are rapper Latto, Muni Long and Omar Apollo, three singers that the app itself listed among the best emerging artists on its platform. Also on the list of revelation nominations are the singer Gayle, from the song “abdcfu”, which became a sensation on the platform last year, Anitta, boosted by the success of the song “Envolver”, and the Italians from Måneskin, whose hit “Beggin'” also went viral on the app. Måneskin performs with several covers and a lot of animation at Rock in Rio Other artists who are running for the Grammy 2023, such as the indie rock band Wet Leg, the jazz duo Domi & JD Beck, the rapper Tobe Nwigwe and the singers Molly Tuttle and Samara Joy, also collect followers on the app. “People come up to me and say, ‘I found you on TikTok,'” Joy recently told NPR radio, claiming to have gained more than 100,000 followers within a month of joining the platform. “The New MTV” Most Grammy awards have little to do with fan following or commercial success. However, in the category of Breakthrough Artist of the year, the main criterion is the ability to win over the general public. According to Cirisano, “90%” of new artists who manage to reach a larger number of people do so through the platform. Lollapalooza Brasil 2023: line up has Blink 182, Billie Eilish, Tame Impala and Rosalía “TikTok is the new MTV”, summarized Cassie Petrey, founder of the digital marketing company Crowd Surf, referring to the popular music video channel that made its mark a generation. In the early 2000s, videos of artists competing for this category were played repeatedly on this music channel. Currently, “TikTok is one of the main media platforms of our time”, emphasized Petrey. The app is also changing the way labels discover new artists, according to Cirisano. Instead of sending talent scouts to shows, companies hope these artists “already have an audience and have done a little bit of work on their own.” For the analyst, this new dynamic is more democratic and opens doors to “many artists who would not have the means or resources, and who, only with a lot of luck, could draw the attention of someone in the industry”. Olivia Rodrigo is already successful in her first solo album However, many musicians complain about the impact of social networks on mental health and fear having to dedicate more time to them than to making music. Petrey, however, emphasized that while promotion is important, it is not the artist’s job to strategize. “They just have to focus on the art (…) We remind them all the time”, she finished.

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