In the golden age of radio, the airwaves were the gatekeepers of music. From Lagos to London, a hit song’s journey began with a DJ’s spin, and the world tuned in. Fast forward to 2025, and a new player has taken center stage, TikTok. The question on every entertainment journalist’s mind: Is TikTok the new radio?
Let’s dive into how TikTok is not just changing the music game globally, but also reshaping the soundscape of Nigeria and Nollywood, redefining how artists break out and how audiences fall in love with new tunes.
The Rise of TikTok: A New Era in Music Discovery
TikTok’s influence on music is undeniable. With over a billion users worldwide, the app’s bite-sized videos and algorithm-driven feed have become a launchpad for viral hits. Unlike radio, where playlists are curated by a select few, TikTok democratizes music discovery. Anyone can upload a song snippet, and if it catches on, it spreads like wildfire.
For Nigerian artists, this is game-changing. Gone are the days when breaking into the mainstream required radio airplay or a record label’s backing. Now, a catchy chorus or a dance challenge can catapult a song from obscurity to the top of the charts—sometimes overnight.
How TikTok Trends Shape the Soundtrack of a Generation
Consider the recent explosion of Afrobeats and street-pop in Nigeria. Songs like Asake’s “Lonely at the Top” or Ayra Starr’s “Rush” didn’t just climb the charts because of traditional promotion. Their hooks became the soundtrack to TikTok challenges, dance routines, and meme-worthy moments. Suddenly, millions were singing along—not because they heard it on radio, but because they saw it trending on their For You Page.
This isn’t just a Nigerian phenomenon. Globally, TikTok has revived old hits (remember Fleetwood Mac’s “Dreams” resurgence?) and propelled unknown artists to stardom. The app’s algorithm rewards creativity and engagement, not just established fame. For up-and-coming musicians, it’s a level playing field.
The Data: TikTok’s Dominance Over Radio
Statistics back up TikTok’s growing clout. According to recent industry reports, over 75% of Gen Z and Millennials in Nigeria discover new music through social media, with TikTok leading the pack. In contrast, radio’s influence among younger listeners has steadily declined, with many citing the app’s personalized recommendations and interactive features as key reasons for the shift.
Music streaming platforms like Spotify and Apple Music have also integrated TikTok trends into their playlists, further amplifying the app’s impact. When a song goes viral on TikTok, it often translates to millions of streams, chart positions, and even record deals.
Artist Discovery: From Bedroom Studios to Global Stages
TikTok’s power lies in its ability to make stars out of anyone, anywhere. Nigerian artists like Ckay, whose “Love Nwantiti” became a global sensation, owe much of their success to the app’s viral magic. The song’s catchy melody and easy-to-replicate dance moves made it a favorite among TikTok creators, leading to remixes, covers, and international recognition.
For Nollywood, TikTok has become a promotional tool as well. Soundtracks from popular films are now shared and remixed on the platform, helping movies reach wider audiences and creating new revenue streams for filmmakers and musicians alike.
Audience Engagement: From Passive Listening to Active Participation
What sets TikTok apart from radio is the level of audience engagement. Radio listeners are passive; they tune in and listen. TikTok users are creators—they dance, lip-sync, remix, and share. This participatory culture means that fans aren’t just consuming music, they’re helping to shape its success.
In Nigeria, this has led to the rise of micro-influencers and content creators who drive trends and introduce new sounds to their followers. A single viral video can spark a nationwide craze, turning an unknown artist into a household name.
The Downside: Challenges and Criticisms
Of course, TikTok’s rise isn’t without controversy. Critics argue that the app’s focus on short, catchy hooks can lead to formulaic music, with artists tailoring their songs for virality rather than artistic expression. There’s also the issue of fleeting fame—today’s viral hit can be tomorrow’s forgotten meme.
Radio, with its curated playlists and experienced DJs, still offers a sense of discovery and community that TikTok can’t fully replicate. For many Nigerians, especially in rural areas with limited internet access, radio remains a vital source of music and news.
The Nollywood Connection: Soundtracks and Viral Moments
Nollywood, Africa’s largest film industry, has embraced TikTok as a marketing powerhouse. Movie soundtracks are now deliberately crafted to be TikTok-friendly, with catchy hooks and memorable lines designed to inspire challenges and remixes. This synergy between film and music has created a new promotional ecosystem, where a hit song can drive movie ticket sales and vice versa.
Expert Opinions: What Industry Leaders Say
Music producers and entertainment executives agree: TikTok is rewriting the rules. “Radio is still important, but TikTok is where hits are made now,” says Lagos-based producer Emeka Okafor. “If your song isn’t trending on TikTok, you’re missing out on millions of potential fans.”
Streaming platforms are taking note, with Spotify’s “Viral Hits Nigeria” playlist often mirroring what’s hot on TikTok. Even radio stations are adapting, featuring TikTok charts and inviting viral stars for interviews.
Is TikTok the New Radio?
So, is TikTok the new radio? For a generation raised on smartphones and social media, the answer is a resounding yes. The app has become the heartbeat of music discovery, artist promotion, and audience engagement—not just in Nigeria, but around the world.
Yet, radio isn’t dead. It’s evolving, finding new ways to stay relevant in a digital age. But if you want to know what song will be the next big thing in Lagos, Abuja, or anywhere else, don’t tune in—scroll.
In the age of TikTok, the next hit isn’t just played—it’s created, shared, and remixed by the crowd. And that’s a revolution worth listening to.
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