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The Influence of TikTok on the Nigerian Entertainment Industry

Social Media has always been an avenue to succeed and grow, as the internet is a global market that helps you reach your target audience. However, with the popularity of TikTok, it has become slightly easier to become viral.
TikTok has become a crucial platform for popularizing songs in the Nigerian market, hence, developing into an essential promotional medium for musicians and labels.

From Ladipoe’s 2020 hit single ‘Know You’ racked up over 45 million views, people started to take TikTok more seriously than just a video-sharing platform. The biggest example is Ckay’s recent groundbreaking success. While his 2019 hit single ‘Love Nwantiti’ had once gained popularity on the app, a new wave of virality earned Ckay over 15 million monthly listeners on Spotify, a #1 spot on the Shazam Global Charts, and the First Solo African Song to chart on Billboard Top 100, opening the world to Afro-beat.

From dance to acting, singing and speaking, ground-breaking transitions, and make-up, TikTok has become an avenue to worldwide success. But with every advantage, there is a huge disadvantage, as TikTok has also become an avenue to chase clout, with some Nigerian Youth doing all that they can to go viral. From trolling popular influencers to telling lies, people have seen it all on TikTok.

That still does not relegate the power of TikTok in the Nigerian Entertainment Industry. TikTok is changing the game in Nigeria and result-seekers need to jump on the moving train and manipulate the fast-growing market to their favor.

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