When TikTok announced the launch of TikTok for Artists in South Africa, it felt like a turning point for the culture. More than just another feature, this platform promises to give artists real-time data, new tools for fan engagement, and the kind of independence that can flip careers overnight. To unpack what this means for local creators, HYPE sat down with Toyin Mustapha, who’s on the frontline of rolling out these tools. In our conversation, Toyin broke down how insights, pre-release features, and community-driven strategies can change the way South African artists build momentum, connect with fans, and take their music global.

What are the most important insights and analytics tools available in TikTok for Artists that local South African artists should start using right away?

Toyin: TikTok for Artists is designed to give musicians more control over their own growth. All of the insights play a critical role and it depends on the artists strategy. However key ones to start with are Sound Analytics, which shows how your track is being used across the platform, Follower Insights, which breaks down the age, gender, and geography of listeners, and Top Regions, which highlights where your music is most popular. These insights help artists understand not just how many people are engaging with their sound, but who they are and how they’re interacting. For South African artists, that’s especially powerful because it helps identify which genres or sounds are cutting through, and which creators are driving momentum around a track. In an ecosystem as dynamic as TikTok, knowing this in real time can help shape content strategies, promotional content timing, collabs and even touring decisions.

How can demographical data help artists tailor their music and content strategy for

different regions in South Africa?

Toyin: South Africa is musically and culturally diverse, and demographic data helps artists tap into that richness in a much more targeted way. With tools like Audience Demographics and Top Regions, an artist can see exactly where a track is resonating. For example, if your amapiano single is exploding on TikTok in Gauteng, but your gqom remix is picking up traction in KZN, that’s a signal to refine your content for each audience, maybe going LIVE with fans in Durban, while collaborating with Joburg-based creators on new challenges. Beyond music style, this also informs how you engage: the language you use, the cultural references you weave in, even the type of creators you partner with. It turns raw data into a roadmap, helping artists speak to South Africans in ways that feel personal and authentic.

How do you see the new Pre-Release tool changing the way artists promote upcoming projects and build anticipation?

Toyin: Pre-Release is a major shift in how artists can roll out music. Traditionally, you’d only get to promote a track once it was live on streaming platforms. Now, artists can share snippets on TikTok before release, letting fans engage with the music early by creating videos or challenges around the sound. This builds organic buzz and gives artists a chance to test audience reaction before committing to a big marketing spend. Fans feel like insiders too, like they’re part of the creative journey, and that creates a much deeper connection. By the time the song officially drops, there’s already a community waiting to share it and push it further. Because you can use Pre-Save for up to 365 days before the song drops, for South African artists, this could be huge in cutting through global noise and giving their tracks momentum before they even hit DSPs.