There's no question that Alternative Music has been cutting through the noise. ✨

Alternative Music has been growing at a serious pace on TikTok, with a dedicated community who love to discover new alternative talent and connect with their favourite artists. With over 1.2 billion views on Alternative Music related hashtags, the genre is showing no sign of slowing down as the TikTok community experiment with new sounds and challenge mainstream music convention.

Launch of #AltMusic on TikTok 🎵

To celebrate and encourage Alternative Music on TikTok, we are today launching #AltMusic, the third in a series of evergreen Genre Hashtags to be placed centre stage on TikTok UK. #AltMusic will become a hub for music fans to discover the best Alternative artists, culture, accounts, content and music.

We are also excited to announce that up-and-coming east Belfast artist Jordan Adetunji will be fronting the brand new #AltMusic campaign, which launches in the run up to Jordan's official release of his latest single 'Insecure' (Love Yourself) on 14 October, which Jordan has been previewing on TikTok - much to fans' excitement!

The singer-songwriter is making a name for himself in the UK Alt Music scene, having recently signed to Sony's RCA record label after going viral on TikTok and breaking all the genre rules by merging rap and r&b post punk feels. Fans on TikTok love his music, which combines the styles of KidLaroi and XXTentacion with his own unique spin. With over 400k likes on TikTok, his song-writing skills and seamless vocals bring some serious heat to the platform, along with his penchant for open verse stitch challenges.

From today, TikTok users will be able to find new #AltMusic content on TikTok each month, with a brand new #AltMusic microsite, playlists, artist LIVEs and much more. The hub will shine a light on a diverse range of alternative artists on TikTok, such as Bears in Trees, Beabadoobee, Crawlers, Wet Leg and Rachel Chinouriri.

Speaking on being the face of #AltMusic, Jordan said: "I'm really excited to be a part of the launch of #AltMusic with TikTok. As an artist who takes inspiration from all alternative avenues, I am excited to partner with the team there!"

Sheema Siddiqi, Artist Community Manager at TikTok UK said: "Alternative music has found a home on TikTok, sparking creativity, collaboration and experimentation which is breaking traditional boundaries in music. It's been incredible to watch artists like Jordan Adetunji reach new audiences through his success on TikTok and go on to sign to a record label to bring his music to fans globally. Our new campaign is all about supporting the growth of #AltMusic and celebrating the incredible talent breaking through the genre. We can't wait to see what's next for #AltMusic on TikTok!"

New to TikTok and want to check out #AltMusic? Getting involved couldn't be easier. Simply download the app for free via the Apple App Store, Google Play or Amazon!