TikTok celebrates #SouthAsian artists for South Asian Heritage Month

18 July 2024 - Press release

 

TikTok is proud to be home to an array of diverse communities that help the platform thrive on a global scale. Whether you're discovering cultural histories or finding your latest culinary or musical obsession, TikTok has become a rich treasure trove of cultural exchange and appreciation.

This month, we're proudly celebrating South Asian Heritage Month. Established in 2019, South Asian Heritage Month aims to commemorate and celebrate South Asian history and culture, while also fostering a deeper understanding of the diverse heritage that connects the UK and South Asia.

On TikTok, South Asian creators have significantly contributed to making our community a global hub of creativity and culture, and South Asian musicians have attracted audiences worldwide with their unique sounds. With over 180,000 posts for #SouthAsian content, TikTok has become a space for established and emerging South Asian artists to connect with fans, reach new audiences, and share their latest projects.

 

Celebrating #SouthAsian music with Savan Kotecha, Zack Knight, Celina Sharma and Ahadadream

Throughout South Asian Heritage Month, TikTok will be spotlighting several featured artists from the South Asian community.

Our first featured artist is British-Pakistani singer and songwriter Zack Knight, who describes his music as a fusion of R&B with Bollywood influences. Known for his multilingual approach to songwriting, Zack continues to innovate within the industry, staying true to his roots while embracing contemporary influences. With tracks like 'Tum Hi Aana' and 'Bom Diggy' being featured in 65,000 and 64,000 posts respectively, it's no surprise that Zack has well over half a million followers and 8 million likes on TikTok. Connecting with fans on TikTok comes naturally to Zack, who regularly shares new music video previews and even fulfils fan requests for special recordings.

Speaking on being TikTok's first featured artist for South Asian Heritage Month, Zack Knight said: "I've been waiting for this moment in South Asian music for a very long time, ever since I first started fusing R&B and Indian music. Seeing it become part of the mainstream nine years later is a very proud moment for me. There are a handful of artists right now who are blending both genres, and I hope we can continue to pave the way for others who are coming up."

Stay tuned to #SouthAsian where we'll also be shining a spotlight on Celina Sharma and Ahadadream as featured artists. Celina Sharma is a British-Indian singer and songwriter who catapulted into the limelight on TikTok after 'Killer', a collaboration with the South Asian girl group, Girls Like You, spent multiple weeks atop TikTok's Hot 50.

Ahadadream is an up and coming DJ pushing for diversity and inclusivity in the music industry. The British-Pakistani DJ is bringing South Asian electronic music to a global audience, collaborating with artists like Skrillex and Caribou. Whilst touring globally and bringing his electrifying sets to festivals across the world, Ahadadream, who is the co-founder of More Time Records, remains proactive in highlighting and supporting emerging talent.

Speaking on being a TikTok featured artist for South Asian Heritage Month, Ahadadream said: "Thank you to TikTok for making me a spotlight artist for South Asian Heritage month. Got so much new music in the pipeline at the minute, and can't wait to share it all."

 

#BehindtheSong with multiple Grammy-winning songwriter Savan Kotecha

Behind every great song is a great songwriter at the heart of the music-making process. To celebrate these songwriters & producers and bring them to the forefront, we have our #BehindTheSong campaign for songwriters, producers and artists to showcase the stories, techniques and journeys that shape and inspire their music. During our South Asian Heritage Month celebrations, we've enlisted the help of the world-renowned hitmaker, Savan Kotecha, who will be sharing exclusive content delving into some of his biggest tracks.

Savan is multiple Grammy-Award winning songwriter and record producer who has collaborated with some of the biggest names in music. Having worked on massive hits with One Direction, Ariana Grande and Katy Perry, Savan has been one of the most significant influences on contemporary pop over the past two decades. Over on TikTok, Savan has been using his page to tease new music from the fictional boy band 'August Moon', featured in the hit film 'The Idea of You'.

Speaking on his upcoming #BehindTheSong content, Savan Kotecha said: "As a proud Songwriter/Producer of Indian decent, I'm beyond proud to be apart of TikTok's South Asian Heritage Month as their #BehindtheSong featured songwriter. I'm excited to share my story and help amplify all the incredible South Asian talent on TikTok!!"

 

Discover more #SouthAsian artists on TikTok

Zack Knight, Savan Kotecha, Ahadadream and Celina Sharma aren't the only South Asian artists making a cultural splash on TikTok. Emerging artists like AJ Wavy are propelling South Asian sounds into the mainstream, with his Desi x Rap mashups drawing over 870,000 followers to his TikTok page. Global stars such as Zayn and Jay Sean continue to represent South Asian heritage to millions of fans on the platform. Zayn used TikTok to announce his highly-anticipated comeback, gaining 1.5 million followers in the process. Jay Sean has been using his page to promote new tracks such as 'Piche Piche', which is a unique fusion of Panjabi music and contemporary RnB.

Sheema Siddiqi, Music Partnerships Manager for TikTok UK & Ireland said: "TikTok is a vibrant hub of diverse cultural influences and sounds and as a woman of South Asian descent, I've loved how our community has shared their appreciation for such diverse music. TikTok has become an essential tool for all artists, especially those of South Asian descent - from exceptional new talent to award-winning industry legends - to connect with fans and showcase their music to global audiences. Throughout South Asian Heritage Month and beyond, we'll continue cultivating a space where #SouthAsian content can be celebrated and I'm excited to see more South Asian artists thrive on TikTok and in mainstream music."