Nasty, a song by US R&B artist Tinashe, emerged as the UK’s TikTok song of the summer, outperforming tracks by Sabrina Carpenter and Billie Eilish. The song became a viral hit on the platform, soundtracking over 10 million videos, thanks in part to its catchy lyric “Match my freak.”
Despite its massive presence on TikTok, Nasty didn’t achieve similar chart success, peaking at number 66 in the UK and 61 in the US. This contrasted sharply with the previous year’s TikTok summer hit, which enjoyed commercial success and chart dominance.
Tinashe’s track went viral in April after a video featuring dancer Nate de Winer, gaining over 13 million views and prompting recreations by famous personalities and even integration with King Charles’ official portrait reveal. This unexpected hit came a decade after Tinashe’s debut, marking a significant moment in her career affected by record label disputes.
Other artists finding success on TikTok include Blood Orange and Sabrina Carpenter, with Carpenter’s songs Espresso and Please Please Please landing in the UK’s TikTok Top 10. Additionally, the global TikTok scene was dominated by the reggaeton track Gata Only by Chilean artists Cris MJ and Floyymenor, highlighting TikTok’s power to boost songs internationally.
However, the correlation between TikTok’s virality and broader commercial success appears to be weakening, possibly shifting TikTok’s influence on the music industry. Breakout musical hits on the platform are becoming rarer, and some tracks popular on TikTok have yet to match this success on official charts.
TikTok’s evolving content focus, disputes with record labels, and the saturated use by marketers is changing its role in music promotion. Despite these challenges, TikTok remains a vital platform for artists, although it now represents just one facet of broader marketing strategies. This shift suggests that while TikTok can still elevate music, its capacity to produce chart-topping hits consistently may need to improve.
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