By Zainab Ibrahim
The music industry has long been defined by gatekeepers. For decades, artists had to rely on powerful record labels to be seen, heard, and paid. But times are changing and one of the biggest drivers of this shift is TikTok. What started as a short-form video platform has become a global stage for musicians. From Lagos to London, TikTok is helping artists connect directly with fans, go viral on their own terms, and most importantly, stay independent.
In Nigeria and across Africa, this shift is especially significant. The recent rollout of “TikTok for Artists” in the region highlights how seriously the platform is taking its role in shaping music discovery and promotion. With tools that give artists data insights, ways to track engagement, and the ability to monetize their work without going through a traditional label, TikTok is quickly becoming a career-launching ecosystem. And this couldn’t have come at a more important time.
The Dangers of Traditional Music Contracts
The tragic death of Nigerian artist Mohbad in 2023 put a harsh spotlight on the darker side of the industry. Signed to Marlian Music under Naira Marley, Mohbad faced a series of alleged abuses; physical threats, withheld royalties, creative restrictions, all tied to a contract he tried to escape. In 2022, he publicly attempted to terminate his agreement, citing serious breaches. A year later, he was gone.
Mohbad’s story led to a nationwide protests and renewed calls for better protection of artists. His case wasn’t unique, it was just one of the few that made headlines. Many young talents sign away their rights in desperation, often under pressure or without legal guidance. What follows is a cycle of control, exploitation, and sometimes silence. This is why platforms like TikTok matter now more than ever.
A New Kind of Opportunity
With TikTok, an artist doesn’t need to beg for radio play or hope a label executive gives them a chance. A catchy sound, a creative video, or a single moment of virality can change everything. Artists like Buju, Shallipopi, and even international names like Ice Spice and Lil Nas X have used the platform to break into mainstream success often before a label ever called.
More importantly, TikTok allows artists to test the waters. They can release music independently, watch how it performs, and build a fanbase. If they later choose to sign with a label, they do so from a position of strength, already holding data, followers, and leverage. They don’t have to give up ownership of their music to be heard.
Learning from Mohbad’s Legacy
Mohbad’s death should never have happened, but if there’s any lesson to take from it, it’s that artists need protection. They need platforms that empower rather than exploit. TikTok is not a perfect solution, but it’s a powerful tool. It gives artists visibility, community, and income without having to sign their lives away.
Young musicians today are watching, learning, and moving differently. They’re reading contracts carefully. They’re choosing freedom. And they’re using platforms like TikTok to turn talent into careers without middlemen taking the lion’s share.
Mohbad’s voice may have been silenced, but the conversation he sparked continues. His legacy, in part, is a warning but also a call to action.
