TikTok has established itself as a pivotal platform for emerging musicians, playing a critical role in shaping musical careers and identities. This trend is evident in the nominations for this year’s Grammys, particularly in the Best New Artist category, where nominees range from indie musicians who have been honing their craft for years to TikTok stars who navigated their careers through the app’s viral moments.
The Grammy nominees for Best New Artist showcase a diverse array of musicians, all of whom capitalized on TikTok’s significant reach to achieve stardom. The eight nominees embody the intersection of traditional music industry pathways and TikTok virality, prompting questions about whether they emerged first through music or gained recognition via social media.
Highlighting the influence of TikTok, a report by Luminate revealed that a staggering 84% of songs featured on Billboard’s Global 200 chart had gone viral on the platform prior to their chart success. This correlation emphasizes TikTok’s role not just as a discovery tool, but also as a powerful driver of commercial success.
Among the nominees, Olivia Dean stands out as an artist who predated TikTok’s explosion. With nearly a decade of experience in the music scene, Dean’s latest album features hit single “Man I Need,” which gained immense traction on TikTok, demonstrating that her popularity has roots in both the industry and the app.
Conversely, KATSEYE, a girl group formed through a reality show, exemplifies a blend of traditional and TikTok beginnings. The group thrived on the platform, successfully tying their music into trending TikTok dances, culminating in their acknowledgment as TikTok’s Global Artist of 2025.
The Marías, another nominee, took a more conventional route, having spent years building a fanbase before landing a major record deal. Their viral song “No One Noticed,” catalyzed on TikTok, marks a significant turning point for the band, merging their indie roots with the platform’s viral tendencies.
Other nominees like Addison Rae and Alex Warren originated as social media influencers before transitioning into music, successfully leveraging their substantial online followings to reach a wider audience. In contrast, artists like Leon Thomas and Lola Young maintained a presence in the traditional music scene, highlighting their extensive backgrounds in the industry.
This year’s Best New Artist nominees showcase the evolving landscape of the music industry, where talent can arise from both traditional avenues and modern platforms like TikTok. The overlapping journeys of these artists illustrate a hopeful narrative wherein diverse paths to success coexist, showcasing the versatility and innovation characterizing today’s music scene.