TikTok launches Behind The Breakthrough with SIENNA SPIRO

TikTok is excited to unveil the latest campaign in its Behind the Breakthrough series with SIENNA SPIRO and her smash hit 'Die On This Hill'.

SIENNA SPIRO first started to use TikTok to build her audience in 2024 when she released 'MAYBE.', which generated over a million creations. She followed this up in 2025 with 'You Stole the Show', which generated over 2 million creations and over 3 billion video views on TikTok, becoming her real breakthrough moment, and putting her firmly on the world stage.

She then released 'Die On This Hill', which became an unequivocal global sensation, driven by the TikTok community, with over 6 million creations and 16 billion video views. It was the most-saved track over the last 12 months worldwide on TikTok, and sparked a wave of performance-led trends, inspired by the power of her lyrics and emotional storytelling, including memory montages and high-profile covers, with performances by P!NK, Demi Lovato, and SIENNA's own duet with Sam Smith.

Fueled by this momentum, "Die On This Hill" translated into significant off-platform success, generating more than 385 million streams on Spotify and charting at #19 on the Billboard Hot 100. SIENNA has garnered critical acclaim from Rolling Stone, Wonderland, Dazed, V Magazine, The New York Times, and many more, been tipped as an "Artist to Watch" for 2026 from the likes of Billboard, Stereogum, Pigeons & Planes, and shortlisted for the BRIT Awards' highly esteemed Critics' Choice of 2026 award. She was recently named on Forbes "30 Under 30" Europe list and received two American Music Award nominations for Best Vocal Performance and Breakthrough Pop Artist.

SIENNA's most recent fan-demanded hit single, 'The Visitor', further built on that momentum. The track has been used in over 2 million TikTok creations and generated more than 3 billion video views, while her headline "The Visitor Tour" was met with widespread praise and sold out across North America, the UK, and Europe.

Behind the Breakthrough is a documentary-style series that captures TikTok breakout artists reflecting on how their music and careers have been transformed by the platform and its community. The series has already featured Gigi Perez's 'Sailor Song', Malcolm Todd's 'Chest Pain (I Love)', and Alex Warren's huge hit smash 'Ordinary'.