Tinashe’s “Nasty” Tops TikTok’s Summer Hits, But Industry Impact Shows Signs of Shift

US R&B artist Tinashe’s track “Nasty” has been crowned TikTok’s song of the summer in the UK, surpassing popular songs by Sabrina Carpenter and Billie Eilish. The song, known for its sultry lyrics and infectious beat, has featured in over 10 million TikTok videos, with the phrase “match my freak” becoming a viral catchphrase.

Despite its viral success on TikTok, “Nasty” has had a modest performance on the charts, reaching only number 66 in the UK and 61 in the US. This is a stark contrast to last year’s TikTok summer hit, “Sprinter” by Dave and Central Cee, which sold 1.2 million copies and dominated the UK charts for 10 weeks. The mixed chart performance of “Nasty” suggests that while TikTok continues to be a significant platform for music discovery, it doesn’t always guarantee mainstream chart success.

The song’s rise began in April when a video of British dancer Nate de Winer performing to “Nasty” went viral. This video, which has garnered over 13 million views, has been emulated by celebrities like Christina Aguilera and Janet Jackson. The track was even humorously integrated into footage of King Charles unveiling his official portrait, demonstrating its widespread cultural impact.

For Tinashe, who has faced numerous setbacks in her career due to issues with record labels, this moment is a significant breakthrough. Reflecting on her decade-long journey since her debut single, Tinashe expressed her amazement and satisfaction in a Variety magazine interview, attributing her success to years of hard work and perseverance.

Other artists who saw notable TikTok success this summer include British singer-songwriter Blood Orange, whose 2011 track “Champagne Coast” experienced a resurgence, and Sabrina Carpenter, whose hits “Espresso” and “Please Please Please” also featured prominently on the app. The UK’s TikTok Top 10 for the summer included a variety of artists, with Tinashe leading, followed by other viral hits like Tommy Richman’s “Million Dollar Baby” and Sabrina Carpenter’s tracks.

Globally, “Nasty” was the second-biggest summer song on TikTok, with the top spot going to Chilean artists Cris MJ and Floyymenor for their reggaeton hit “Gata Only,” which appeared in over 15 million videos. Despite this global recognition, “Nasty” has yet to reach the threshold for a silver disc in the UK, selling fewer than 200,000 copies. This trend underscores a growing disconnect between TikTok’s viral success and broader commercial achievement.

This shift reflects a broader change in the music industry’s relationship with TikTok. The app, once a powerhouse for breaking new music, now faces challenges. The decline in breakout music virality is partly due to TikTok’s evolving focus. The platform is increasingly prioritizing long-form videos and expanding its shopping features, rather than solely concentrating on music promotion.

Compounding this issue, TikTok faced a significant dispute with Universal Music Group earlier this year over royalty payments, resulting in the removal of millions of songs from the app. Although the dispute was resolved in May, the incident left many creators wary of using commercial music in their content, impacting the app’s role in music promotion.

Despite these challenges, TikTok remains a vital tool for artists. Charli XCX’s successful album rollout demonstrates how artists can leverage the platform as part of a larger marketing strategy. However, the app’s ability to single-handedly propel artists to stardom, as it did with previous breakout stars like Lil Nas X and Doja Cat, seems to be waning.

In summary, while Tinashe’s “Nasty” has achieved notable viral success on TikTok, the song’s modest chart performance and the shifting dynamics of the platform highlight a changing landscape in music promotion and industry impact.