TikTok UK has relaunched #ElectronicMusic, the second in a series of genre hashtags to be highlighted on the platform. Launching with #Rap in April, the tags are intended as ‘the central place for music fans on TikTok to discover and celebrate the content, culture, artists, creators and sounds’ of the highlighted genre.
Shygirl will be fronting the Electronic and Dance campaign, after her track UCKERS went viral on TikTok in 2021. Commenting on the announcement, she said, ‘So sweet to be the featured artist on the #electronicmusic hashtag this month! 💞 Electronic music on TikTok is all about great vibes and sounds, with loads of awesome women DJs sharing their beats, remixing tracks and being part of a community. I love seeing fans connect with the music I’ve made! Can’t wait to share more stuff from my debut album 'Nymph' 🦋 it’s emotional but still shy, lol.'
Electronic music is one of TikTok’s most popular genres, with #ElectronicMusic racking up over 1.7 billion views across its lifetime. The relaunch follows an initial genre spotlight in August 2021, which featured special guest playlists from Carl Cox and TSHA, alongside a livestreamed tour bus performance from Disclosure. According to TikTok, the new phase ‘marks the start of a regular celebration of the Electronic music community, with #ElectronicMusic now being promoted every single month on TikTok in the UK.’
Kira Ashwin, UK Label Partnerships at TikTok said, ‘it's incredible to see how much Electronic music has grown on TikTok in the last year alone, led by a hugely talented group of female DJs who are taking our community by storm. With the relaunch of our #ElectronicMusic campaign, we want to put a spotlight on the emerging artists who are spinning the decks at home, in clubs and at festivals in the UK and around the world. Artists like Shygirl and Jyoty are setting the example, using TikTok to experiment with sounds, drop new tracks and connect with an audience that goes beyond the club. We can't wait to see the creativity, content and culture that will no doubt emerge in this year's celebration of #ElectronicMusic.’