Words Olivia Grist. Remote portrait by Abi Davies using Shutter App.

Every few years, a new app redefines the way we use social media and last year it was TikTok. A mix of music, lip sync videos, and micro-video content, TikTok is not an easy platform to understand at first glance and as a result, some people love it but some people hate it. Either way, there’s no denying its popularity.

21-year old musician Sam Edwards, from Newport, first joined the app in 2016 to promote his music but it’s only in the last year his content which he believes is down to the coronavirus pandemic. He says: “I’ve been releasing music on Tik Tok and other platforms for years, so I have a wide audience, because I know different people use different platforms.

“Since lockdown I have noticed a lot more musicians being recognised on there [Tik Tok] including myself. He added: “One of my songs, called ‘Stuck,’ was made as a one-minute comedy song based on the pandemic, but people liked it so much they wanted a longer version.”

As well as his videos gaining popularity, Sam now has over 50 thousand followers on the social media platform. Although he’s been using other platforms to share his music too, the film student at the University of South Wales, says the app is a ‘must have’ platform for musicians to get noticed. “Some songs that are in the charts now have only got there after becoming big on Tik Tok. “A lot of artists get discovered on there that wouldn’t normally have the opportunity to, which I think is great.”

Sam hopes to continue using TikTok to promote his music (@samedwardsmusic) before he heads to London in the summer to work with producers and writers.