Stretching her artistic muscles: Guchi unites the world through her music

With 4.2 million followers, Nigerian singer and performer, Ugochi Lydia Onuoha – or Guchi, as she is better known – has become a global phenomenon. She explains how music was a conscious career choice and how TikTok helped connect her with her fans in a meaningful way.


Can you tell us about your journey, how you discovered your passion for music, and who your musical role models are?

Music was an important part of my childhood and my love for it grew as I got older until it became a conscious career choice. I have numerous music role models from the legends, to my peers, but one thing they all have in common is the ability to wildly inspire me and stretch my artistic muscles.


What inspired you to use TikTok as a platform to showcase your musical talent and connect with your audience?

TikTok's model is aligned with some of the social media visions for my music and brand. It has been a worthy journey since my first post.


TikTok allows creators to engage with their audience through comments and duets. Have you had any particularly meaningful interactions with your fans or other creators that have impacted you or your music?

My craft has definitely benefitted from me being able to engage with my listeners and other creatives via a variety of interactive features on TikTok such as comments, reposts, duets, live and more. These features play a huge part in helping me connect with my fans.


How has TikTok helped you expand your reach beyond Africa and connect with a global audience for your music?

TikTok's expansive reach has helped with delivering my content to people in different territories and new markets and this has reflected positively in terms of my listenership base.


Can you share a specific moment or experience on TikTok that has played a significant role in elevating your music career?

The challenge of my song “Jennifer” on TikTok definitely played a crucial role in helping my music brand attain mainstream relevance.


What role does African music play in your content creation, and how do you incorporate your cultural influences into your music?

I am very proud to be making African music, especially now that it is getting the recognition it deserves. I showcase Africa's cultural wealth mostly through my music, dance, and fashion.


What challenges have you faced as an African music creator on TikTok, and how have you overcome them to continue growing and thriving on the platform?

Consistently showing up with various creative approaches to content is not a walk in the park, but consistency is a big part of what I do as a music artist and TikTok helps me reinforce the habit.


African music is rich and diverse. How do you use TikTok to showcase the unique cultural elements of your music, and how has that resonated with a global audience?

Africa's cultural richness is always on display in my music and performances and this has helped me connect with new listeners and content creators within and outside Africa. I see people with different cultural backgrounds creating content with my sounds and imitating the dance steps and it lets me know that I am playing my part in uniting the world through music.


Have you collaborated or interacted with international artists or musicians through TikTok? If so, can you share those experiences and how they have impacted your music journey?

My collaboration with Tanzania's Ravanny started with my music traversing East Africa through the Jennifer challenge. This greatly solidified my brand in the Eastern African region.


Beyond TikTok, what other platforms or opportunities have opened up for you due to your success on the app, particularly regarding exposure to international music industry professionals?

My success on TikTok duplicated itself across other platforms, helping to showcase my music to a broad number of stakeholders around the globe. This is evident in the performance of my music in diverse territories.


How do you balance preserving your African musical roots while also adapting to global music trends and genres to appeal to an international audience?

African music is a global music trend in itself so I don’t need to do too much to make music that can be enjoyed across continents.


How has your success on TikTok helped you break barriers and challenge stereotypes about African music on an international scale?

I am proof that these stereotypes are unfounded. As the world continues to move forward with innovation, we are opening our minds up to possibilities that were once perceived as impossibilities.


TikTok provides a global stage for creators to showcase their talent. How do you feel your music and storytelling contribute to a broader understanding and appreciation of African culture and music worldwide?

I believe that I am shifting and pushing Africa’s narrative of its salient cultural heritage and legacy, one piece of content at a time.


Can you share a heartfelt fan moment or message you've received that made you realise the impact your music has had on people's lives?

I once received a message from someone who shared that my music ‘Relate’ had helped them deal with depression. This helped me realise that as I heal myself through my music, I am also healing others.


What message or advice would you like to share with other African music creators who aspire to make an impact on TikTok and achieve recognition on a global level?

Show up consistently with your best art, share it shamelessly, and let the algorithm do the rest.