TikTok launches platform in Kenya to boost music careers

TikTok has launched its TikTok for Artists platform in Kenya, introducing new tools designed to help musicians and their teams track music performance, connect with fans and expand their reach globally.

The platform, which was rolled out worldwide earlier this year, serves as a central hub of insights, combining performance analytics, audience data and creative tools.

It allows artists, record labels and managers to monitor how their music is performing and how fans are interacting with their content both on TikTok and beyond.

Among its key features are daily-updated dashboards with detailed analytics, covering song views, posts, creator engagements and post performance metrics such as likes, comments, shares and completion rates.

Artists can also access audience insights broken down by gender, age, and language.

A major highlight is the new Pre-Release tool, which enables musicians to promote upcoming albums and singles by allowing fans to pre-save tracks to popular streaming platforms, including Spotify and Apple Music.

The platform further provides step-by-step guidance on how to use TikTok’s creative tools effectively.

Speaking on the launch, Toyin Mustapha, Head of Music Partnerships for the UK, Ireland and Sub-Saharan Africa at TikTok, said the service will empower Kenyan artists with the data and tools needed to strengthen their careers.

“TikTok has always been a key space for music discovery and promotion across Africa. With the launch of TikTok for Artists in Kenya, we’re giving artists and their teams access to insights that can help them engage their fans in more meaningful ways and grow their careers globally. This platform is about putting powerful, transparent data in the hands of creators so they can make smarter decisions and connect with the global TikTok community,” Mustapha said.

TikTok for Artists is now available to all certified TikTok Artist Accounts, with the option for musicians to grant access to managers and record labels to support campaign planning and execution.

With this rollout, the company says it is reinforcing its commitment to Africa’s creative economy by equipping local artists with modern tools to build sustainable and globally competitive music careers.