TikTok
TikTok today announces Next Gen, a pioneering program spotlighting 12 of the most exciting emerging UK Rap artists on the platform, with Stepz, the UK's most viewed artist of 2022, named as the first featured artist.
TikTok Next Gen builds on the success of UK Rap on TikTok in recent years, with Rap artists and sounds continuing to dominate and drive trends on and off the platform. Having launched the Oi TikTok rap show last year as well as the #Rap genre campaign, the genre is going from strength to strength and we're excited to see how 2023 shapes up for UK rap and hip-hop.
Revealed over a five week period, these 12 artists will be profiled as part of TikTok Next Gen series and featured in the #Rap discover page, the central place to discover the best artists, culture, content and music from the world of UK rap. Fans on the platform can expect exciting new content, videos and behind-the-scenes footage.
TikTok is home to the first drill song to top the UK charts, 'Body', and many #1 hit singles from UK and American rap artists. With over 130 billion video views, #Rap has become our most popular genre with incredible homegrown UK talent including Stormzy, Giggs, Digga D and Headie One. These artists have become icons to a new generation of grime, hip hop and street rap, and use TikTok to engage with fans, duet videos and preview new music.
Stepz leads the Next Gen of rappers on TikTok
Ahead of his new single 'Hot' which drops today and features 'Rumours' rapper, IVD, Stepz is leading the Next Gen charge for #rap on TikTok. To celebrate the release, Stepz has even invited some of his fans to Wingstop this afternoon to hang out and eat chicken with him.
With 2.9M followers, Stepz was our most viewed UK artist account in 2022. Stepz has built an incredible following of fans who love his blend of rap music and comedy. He is an emerging rapper on TikTok that's taken the industry by storm - now hanging out with rap legends like the pioneer of grime and godfather of rap, Dizzee Rascal.
Commenting on Next Gen, Stepz said: "I would have never imagined myself here, thank you TikTok for supporting me and giving me a chance!"
Parris OH, Artist Manager at TikTok said: "The Rap scene is thriving in the UK, with so many incredible new artists, both innovating and creating new music within Rap & sharing it on TikTok. For two years in a row, Rap has been the most consumed genre globally on the platform and that's testament to the creativity and work of the artists. In 2022, Stepz was crowned as our most viewed artist in the UK, that’s why he’s our first pick of our brand new Next Gen Series under #rap. He’s a testament to how to make the platform work for you! Spurring us on to not only want to showcase and celebrate established artists like Digga D and Ms Banks, Tion Wayne, Russ Million & More, as we did in 2022 with #Rap."
Discover #Rap on TikTok
TikTok launched #Rap last year as the first in a series of evergreen Genre Hashtags to be placed centre stage on TikTok. #Rap has become a central place to discover the best Rap artists, culture, content and music in UK Rap. The campaign kicked off with Digga D on the same day he topped the UK Charts with his #1 hit 'Naughty By Nature', and has since been fronted by Ms Banks, Stefflon Don, Headie One, Russ Millions, Tion Wayne and WSTRN.
Parris OH added: "We wanted to continue our work in championing new artist discovery and highlight who we see as the future of rap on TikTok. Subsequently launching our first ever #rap Next Gen Series; a selection of 12 artists, being announced over the next 5 weeks. The cohort are who we see as the next generation of exciting and upcoming talent in the rap scene and who are absolutely killing it on TikTok. Championing the 2023 cohort throughout the year and with some exciting activations coming up, we can’t wait to see what these brilliant artists will do next, both on and off our platform with #rap."
Ellie Prohan, DJ and Presenter at Kiss FM said: “Every Tuesday night on KISS FM, I bring the nation 20+ new & exciting tracks from mostly unknown, unheard, unsigned artists in UK rap & drill. Teaming up with TikTok to showcase their #Rap NEXT GEN list made perfect sense as we both represent the same thing - new music discovery. It feels like a full circle moment as I get to champion these artists nationally and continue that through #rap’s Next Gen. Teaming up with TikTok to take that support to the next level, I’m excited to continue showcasing artists who are destined for greatness. With over 100 billion videos views of #rap on TikTok, this could be life changing for these artists and in super proud to be apart of the journey !”
New to TikTok and want to discover #Rap? Simply download the app for free via the Apple App Store, Google Play or Amazon.
