Music and social media have never been more intertwined. As TikTok continues to integrate into the music industry, for many artists, being a musician and a content creator are no longer mutually exclusive.

Riding the algorithm to fame isn't always easy, but it's undeniable that TikTok is now one of the most effective marketing tools for artists, just as acts like Nicky Youre and Alexandra Kay saw in 2022. From Tyla's viral "Water" dance challenge to Sexyy Red's "SkeeYee" hair flip trend, up-and-coming artists took advantage of TikTok's power once again in 2023 — like the K-pop act FIFTY FIFTY, who transformed their catchy dance-pop single "Cupid" into a skyrocketing commercial breakthrough.

"TikTok provides promotional opportunities for rising artists like us [by] providing an opportunity to be exposed in many different angles," FIFTY FIFTY's Keena told GRAMMY.com.

For hip-hop duo Flyana Boss — whose single "You Wish" took off on the app — TikTok has helped them learn "the power of manifestation and never giving up on your dreams." They add, "there's a strong audience out there that's hungry for artists like us."

TikTok has both personalized and revolutionized how music is shared daily. Here are eight artists who brought your "For You" page to life — and made it big in 2023.

Aliyahs Interlude

If anyone's an It Girl, it's Aliyah Bah. Known as Aliyah's Interlude online, the TikTok influencer quickly grew a fan base through her fashion sense, blending Y2k fashion with Harajuku style in her own #Aliyahcore. This year, she took a step into pop stardom with her anthem "IT GIRL."

Inspired by the likes of Azealia Banks, Ayesha Erotica, and Beyoncé's RENAISSANCE, Bah's poppy house track channels a confidence that's dazzling and dramatic. More than a million TikTok videos spotlight the song's chorus — "I-T-G-I-R-L! You know I am that girl" — over outfit checks, girl nights, lip syncs, makeup transitions, and much more.

"When I dropped it, the song just went crazy immediately and wanted to make all the promo based on just, like, me being super cute and stylish," Bah told TIME.

The influencer and singer further gained notoriety by rocking her girly style in a cameo in Doja Cat's "Agora Hills" music video. #Aliyahcore is all about being unflinchingly true to yourself, and "IT GIRL" channels that hot girl energy —- because Bah is that girl.

Austin Williams

Scrolling on country TikTok, the odds are high that you'll come across a video from singer/songwriter Austin Williams — and after hearing his deep, gravelly voice, you'd find it hard to believe he's only 19.

The Nashville musician's mature vocals have helped him propel to nearly half a million TikTok followers, garnering more than 3.8 million likes on the platform. On one of his most viral songs, titled "90s Rap Mashup," he shows off his high-energy rhythmic flow while paying tribute to hip-hop legends. Alternatively, he leans into a solemn side with similarly popular singles "Wanna Be Saved" and "Bury My Bones."

Thanks to his versatility, Williams recently signed a deal with CAA and announced that he's opening on tour for fellow country artist Warren Zeiders (whose ascent to fame is also owed in part to TikTok, which boosted his original song "Ride the Lightning"). Given Williams' natural talent and knack for social media, it's only a matter of time before he's headlining his own tour.

FIFTY FIFTY

Globally, "Cupid," belonging to the rising South Korean girl group FIFTY FIFTY, took flight as one of TikTok's most inescapable songs this year.

The radiant bubblegum song earned its spot at No. 17 on the Billboard Hot 100, and its incredible 10-week chart streak made it the longest-charting song by a K-pop girl group.

FIFTY FIFTY's Keena praised TikTok for being "user friendly and easily accessible" for music fans. "When these factors meet an easy-listening song like 'Cupid,' the synergy was amplified and aligned with the fast-paced trends," the singer explained to GRAMMY.com. (Currently, Keena is the only member of FIFTY FIFTY, as the group's former agency, Attrakt, recently terminated the contracts of members Aran, Sio, and Saena, filing a lawsuit for alleged defamation and attempting to break their contracts.)

Beyond the sped-up version popularized on TikTok, "Cupid" spurred a series of additional remixes — a "Twin" version, live studio version, and collaboration with Sabrina Carpenter.

Flyana Boss

Folayan and Bobbi LaNea, the hip-hop duo who go by the stage name Flyana Boss, went viral when they posted a TikTok of themselves running while rapping a verse of their track "You Wish" — and now they're sprinting to victory.

"I think we're both still in shock at how many people these videos have reached," they shared in a statement to GRAMMY.com.

After signing to vnclm/Atlantic Records in 2021, their TikToks have collectively racked up more than 40 million likes on the platform and helped the pair gain more than 1 million monthly Spotify listeners. Sharing music on the app not only helped them grow their fan base this year, it exponentially fueled their ambition.

"TikTok's great for music discovery and as an artist, you can get your music to a large active community of people by posting," the pair said. "So we fed the algorithm as much as we could!"

With their name stemming from "flyness" and "bossness," it's no surprise that Flyana Boss are killing the game — and if you're lucky, you might just catch them on their 2024 headlining tour, which kicks off Feb. 24.

Kenya Grace

Kenya Grace is no stranger to fame this year. Though her musical specialty is in bedroom pop, her talent swells far beyond her London bedroom. "Strangers," a dance-pop song about ghosting on dating apps, blew up massively on TikTok; one of her first teaser videos for the song now has more than 85 million views.

"I hate making people wait!" she told Rolling Stone UK. "I love being free with [my] socials and, like, just posting stuff, whatever it is that I make that week. 'Strangers' came out really fast, which was great."

At just 25 years old, Grace dethroned Doja Cat on the U.K. singles chart, and became the second British female solo artist in history to score a No. 1 by writing and producing a song entirely by herself. Her echoey, airy delivery and enveloping drum'n'bass production is irresistible, making her debut single with label Warner Records Inc. an instant smash.

Paul Russell

After releasing a handful of albums and singles during college, Paul Russell began building a dedicated TikTok following in 2020 — and his foundational years are finally paying off. This year, his charming single "Lil Boo Thang" took off on TikTok with its infectious energy and playful lyrics, peaking at No. 23 on the Billboard Hot 100 — and scoring Russell a hot deal with Arista Records.

Sampling the Emotions' 1977 soulful song "Best Of My Love," Russell's hit exemplifies the growing trend of interpolating older music to inspire and create new art — one he made his own long ago.

"When I first started, I would find a song that was already popular and do a rap verse on the end," he shared in an interview with RANGE. "If someone is scrolling and hears something they recognize, it's like 'Oh! What's he going to do with this?'"

Pulling from Russell's '70s and '00s R&B inspirations, "Lil Boo Thang" conjures a joyful spirit. And since Russell has announced he's working on his upcoming album, only more joy is to come.

Sexyy Red

"To be honest, I wasn't surprised when it went viral. I been going viral for as long as I can remember," Sexyy Red laughed in an interview with GRAMMY.com.

The rising rapper knows how to navigate TikTok like a pro. Her first label mixtape, Hood Hottest Princess, dropped this summer via Open Shift, following her previously released singles "Pound Town" (with Tay Keith) and "SkeeYee" going wildly viral on the video-sharing app this year. "Pound Town" landed a highly anticipated Nicki Minaj feature, and "SkeeYee" became the first No. 1 on the new TikTok Billboard Top 50 chart in September.

"TikTok helped introduce my music to people who might have never heard it before, and also me as a person outside of what I say in my songs," she described. "I also like seeing how people get [their] own meanings from my music."

Her success has spurred collaborations with Summer Walker and Lil Durk, and the rapper opened for Drake in August on his It's All a Blur Tour.

"I learned that I can really do anything I put my mind to. I'm grateful that I get to be in a position to take care of my family and friends, and put out music that people can turn up to," she continued. "The doubters will be believers real soon."

Tyla

Hips don't lie, and when a snippet of the chorus from Tyla's "Water" became the TikTok sound of a viral dance challenge, the artist swiftly surged to international fame.

In 2019, the South African singer found success with her vibey debut single "Getting Late," but her global breakthrough this year came from the universal catchiness of "Water." Serving as just a sample of the 21-year-old's incredible musical talent, the viral amapiano track also earned the singer her first GRAMMY nomination this year in the newly minted Best African Music Performance category, alongside ASAKE & Olamide's "Amapiano," Burna Boy's "City Boys," Davido and Musa Keys' "UNAVAILABLE," and Ayra Starr's "Rush."

"​​I've noticed that people's attention spans aren't that long anymore," Tyla told 2024 GRAMMYs host Trevor Noah for Interview magazine. "People like watching short videos, so with my music, I love creating small videos that I hope will trend. Because I've been on social media throughout my life… I use that to my advantage when promoting a song."

Bringing pure passion to her amapiano and pop music, it's clear Tyla isn't just keeping her head above water — she's ready to ride the waves, from TikTok and beyond.

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