WATCH: Inside TikTok’s music revolution with Toyin Mustapha and DJ Rosetta Deep

If you are a TikToker, you already know that music is central to the platform.

From dance challenges to sound-driven trends, the platform has become one of the most influential spaces for discovering and sharing songs.

A track can rise from obscurity to a global hit in days, giving both new and established artists an opportunity to reach millions of listeners across the world.

To explore how the platform is reshaping music discovery and supporting the long-term growth of artists, the brand hosted a “Healing Through Music” media mixer at Hue Café in Durban on Wednesday evening.

The event combined conversation, live music and networking, creating space to reflect on the role TikTok is playing in the wider music ecosystem. 

The evening featured insights from Toyin Mustapha, TikTok’s head of music partnerships for the UK, Ireland and Sub-Saharan Africa.

Durban’s DJ Rosetta Deep also performed and shared her journey, highlighting how the platform has helped her build an international audience. 

Supporting artists beyond the screen

Speaking to “Independent Media Lifestyle”, Mustapha explained the purpose of the event:

“We are in Durban for the Music Imbizo, but before attending the conference, we wanted to host a dinner and media mixer to thank our partners for their support. As a platform, especially on the music side, we want to champion artists and the industry."

"What happens online and on TikTok is important, but we also want to take that offline and celebrate with our partners and friends.”

When asked what makes the platform unique in connecting artists with audiences, Mustapha said,

“The foundation of any success on TikTok comes down to the users. The community is what drives everything forward, especially for artists. Users engage with songs, create their own interpretations and share them in creative ways.”

“Unlike other platforms, TikTok is an active experience where users create content around the music they love. That is what makes it stand out. Our role is to give artists the tools they need to use this momentum to drive their careers forward. Together with our community and the tools we provide, it creates a powerful combination.”

TikTok for Artists launches in South Africa

Mustapha also spoke about TikTok for Artists, a new tool designed to give musicians and their teams greater insight into how their songs are used on the platform.

“TikTok for Artists is an all-in-one data insights platform. It allows artists to see who is using their music, how it is being used and helps them understand their audience. Since TikTok is a global platform, artists can also see engagement beyond their home country.”

“We are very proud of this project and happy to bring it to South Africa and the Sub-Saharan region. It is about empowering artists to build stronger connections with their fans and to understand their reach.”

DJ Rosetta Deep on building a global career

Born Nompumelelo Rosetta Hlatshwayo, Deep has been steadily growing her influence in the music scene.

In 2022, she won the Smirnoff 1818 Shaya Ingoma Top 10 Female DJ Search competition, a milestone that opened new opportunities for her career. Reflecting on her early days, she said her motivation to become a DJ was rooted in her connection to music:

“My biggest inspiration was the music itself. I connected with it in a way that felt complete. I wanted to share that feeling with other people, even though I did not come from a musical background. I was simply amazed at how music can change your life.”

Her mixes have now reached audiences across the globe, and she credits TikTok for helping expand her reach.

“I grew my international audience by posting my content on TikTok, which exposed me to a much wider audience. That even led to bookings from different countries. I encourage upcoming DJs and creators to put their work out there because you never know who might see it.”

When asked about the platform’s role in her career, she explained: “The fact that you can connect with anyone, anywhere, in real time creates a strong bond with your audience. People begin to understand you, believe in you and share the journey with you. The support is strong because the connection feels personal.”

For younger artists looking to grow through the platform, her advice was clear: “You have to be yourself, you have to be consistent, and you always have to want to grow.”