Is TikTok The New Radio? How Viral Clips Are Breaking Nigerian Songs In 2025
Once upon a time, the road to musical fame in Nigeria meandered through radio jingles, DJ rotations, and Alaba market mixtapes. Fast-forward to 2025, and the dynamics of music discovery and distribution have drastically changed.
TikTok, the short-form video app once known for dance challenges and lip-syncs, has now solidified its place as a cultural juggernaut in the Nigerian music industry. From underground street hits in Mushin to studio-polished sounds in Lekki, TikTok has become the new frontier for viral exposure and mass acceptance.
A closer look at the charts today will reveal that many of the breakout stars owe their popularity to 15-second video clips, not radio airplay. With its massive youth user base and algorithmic amplification, TikTok has succeeded where traditional platforms now struggle—capturing attention instantly and influencing listening habits across demographics. Songs that might never have caught the ear of traditional radio curators are now topping streaming charts simply because they trended on someone’s For You Page.
This development has sparked debates among industry stakeholders: has TikTok replaced the radio, or is it merely a phase? While some argue that radio still holds sway in rural communities and among older audiences, many musicians, producers, and promoters now tailor their strategies with TikTok virality in mind. In 2025, it is no longer about whether a song will play on the radio, but rather whether it will trend online.
1. TikTok as a Launchpad for New Artists
Emerging artists in Nigeria are no longer queuing outside radio stations with CD demos in hand. Instead, they are uploading their unreleased tracks onto TikTok and hoping that the algorithm blesses them with virality. For many, a single 15-second clip with the right sound can ignite a nationwide craze. The trajectory of 2025 breakout artiste JayVibez, whose street anthem “Koko Below” went viral after being used in a Lagos skit, is a prime example. With no record label or major radio push, his TikTok success translated directly into streaming numbers and a sold-out campus tour.
This isn’t mere luck. It’s strategy. Upcoming artists now experiment with chorus hooks, beats, and ad-libs that could trend on the app. They understand that on TikTok, the first few seconds matter. Catchiness outweighs complexity, and repeat value trumps lyrical depth. It is a new form of musical Darwinism—only the trendiest survive.
Moreover, TikTok offers a direct link to audiences. Artists engage with fans in real-time, monitor feedback, and even adjust upcoming tracks based on comments or duets. It’s a feedback loop that radio has never been able to offer. In this sense, TikTok is not just a platform for discovery, but a collaborative space for building musical identities.
2. DJs and Influencers as the New Gatekeepers
Traditionally, radio OAPs and DJs were the tastemakers of Nigerian music. Today, that power is shifting to TikTok influencers and content creators with loyal followings. In 2025, the likes of @QueenDeola, @SkitKingTobi and @LekkiSteppa can turn a song snippet into a viral challenge overnight.
Their influence has become so crucial that labels now budget for influencer campaigns the way they once did for radio promos. This shift has democratised music promotion. While radio slots often go to established acts or well-funded labels, TikTok allows virtually anyone with a good beat and a creative pitch to go viral. It has given power to the crowd, and turned ordinary users into cultural curators.
Still, this gatekeeping has its downside. With virality often prioritising danceability or humour, artists feel pressured to create music tailored for TikTok rather than for artistic expression.
Some critics argue that the app rewards style over substance. Nonetheless, it is impossible to ignore the sway of these digital influencers, many of whom now earn more from music promo collaborations than radio DJs.
3. From TikTok Trends to Streaming Charts
One of the most telling signs of TikTok’s rise as a music powerhouse is the direct correlation between TikTok virality and streaming success. In 2025, it’s routine to see tracks that began as TikTok background audio dominate Spotify, Boomplay, and Apple Music charts within days. This seamless pipeline has made TikTok not just a trend platform, but a real driver of commercial success.
Take, for instance, the track “No Wahala Again” by Abuja-based singer Melony Blaq. The track initially struggled to find an audience until a dance duo used it in a romantic challenge.
Within 72 hours, it was on the Top 5 list across streaming platforms in Nigeria and entered UK Afrobeats charts. No radio station had touched it at that point.
Streaming platforms have adapted. Playlists like “TikTok Hits Naija” and “Viral Vibes 2025” are now curated with TikTok trends in mind. This feedback loop means artists increasingly focus on creating TikTok-friendly content in a bid to trigger the domino effect from trend to stream, then to show bookings and endorsement deals.
4. TikTok’s Role in Reviving Old Hits
Another unexpected twist in the TikTok story is its ability to breathe new life into forgotten or overlooked tracks. Songs released two or even five years ago are finding new audiences in 2025 through viral trends and memes. This renaissance effect has shown that TikTok isn’t just about the new—it can repackage the old for today’s audience.
Earlier this year, a 2019 track by veteran artiste Solid Star resurfaced on TikTok thanks to a nostalgic fashion challenge. Within a week, the song was climbing back onto charts, leading Solid Star to reissue it as a remix. Radio had long moved on, but TikTok gave the track a second chance.
This phenomenon has changed the way artistes and labels view catalogue content. Instead of focusing solely on new releases, they now monitor their archives, hoping that one of their old tunes might spark a new trend. For fans, it means a constant rediscovery of hidden gems, reshaping how music from the past is consumed today.
5. The Future: TikTok as a Cultural Soundboard
More than just a music tool, TikTok is increasingly becoming a cultural soundboard in Nigeria. It reflects the everyday emotions, struggles, humour and energy of young Nigerians. Music is no longer just background sound—it’s a medium for storytelling, protest, and celebration on TikTok. In many ways, this mirrors what radio once was in the ’80s and ’90s.
What sets TikTok apart is the sense of participation it offers. In 2025, audiences don’t just listen—they perform. They create challenges, remix audio, and directly influence the life span of a song. It’s an interactive experience that radio simply cannot replicate.
Despite ongoing debates about authenticity and over-commercialisation, TikTok’s dominance shows no sign of slowing. For Nigerian artistes aiming to break through in 2025, ignoring TikTok is no longer an option. As it stands, it may not have killed radio—but it has certainly replaced it as the loudest voice in the room.
Sodiq Lawal is a passionate and dedicated journalist with a knack for uncovering captivating stories in the bustling metropolis of Osun State and Nigeria at large. He has a versatile reporting style, covering a wide range of topics, from politics , campus, and social issues to arts and culture, seeking impact in all facets of the society.
