"We’re starting to see a generation of artists born and raised on TikTok"

"One of the things that has really jumped out at me on TikTok is that you do not need any history of performance metrics for something to go viral; if something is working, even if you’re a first-time uploader with no ‘Likes’, views or creations in place yet, you have an equal and democratic chance of spiking on the platform as something with tons and tons of history" - TikTok’s Global Head of Music, Ole Obermann, said in a Music Business Worldwide interview, adding "that’s pretty unique, relative to other platforms, and obviously paves the way nicely for any type of artists – whether independent, major or unsigned".