"Thank you to TikTok for making me a spotlight artist"
TikTok is celebrating South Asian Heritage Month (SAHM) by spotlighting artists from South Asian backgrounds.
On the platform, 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.
SAHM 2024 began on July 18 and will run until August 17.
Throughout SAHM, TikTok will be spotlighting several featured artists.
The first artist is Zack Knight, whose music is R&B with Bollywood influences.
Known for his multilingual approach to songwriting, Zack continues to innovate within the music industry.
With the likes of ‘Tum Hi Aana’ and ‘Bom Diggy’, it is no surprise that Zack has well over 500,000 followers and 8 million likes on TikTok.
Zack 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.”
TikTok’s #SouthAsian will also be showcasing Celina Sharma.
The British Indian singer and songwriter catapulted into the limelight on TikTok after ‘Killer’, a collaboration with girl band Girls Like You.
Meanwhile, Ahadadream is an up-and-coming DJ pushing for diversity and inclusivity in the music industry.
He is bringing South Asian electronic music to a global audience, working with international stars like Skrillex and Caribou.
Also the co-founder of More Time Records, Ahadadream remains proactive in highlighting and supporting emerging talent.
The British Pakistani DJ 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.”
For TikTok’s South Asian Heritage Month celebrations, Grammy Award-winning record producer Savan Kotecha will be sharing exclusive content delving into some of his biggest tracks.
Having worked 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.
On TikTok, Savan has been teasing new music from the fictional boy band August Moon, featured in the 2024 film The Idea of You.
Speaking on his upcoming #BehindTheSong content, Savan Kotecha said:
“As a proud songwriter/producer of Indian descent, I’m beyond proud to be a part 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!!”
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.”
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