From discovery to fandom: How TikTok LIVE is becoming a new stage for UK musicians

• New UK figures reveal the growing role of TikTok LIVE in music, with UK music creators attracting an average of 4.9 million global views every day*, up 74% year on year
• More than 46,000 UK music creators have gone LIVE in 2026*, performing for global audiences, connecting directly with fans and exploring new ways to earn from their music
• From emerging musicians to global superstars including Madonna, Paul McCartney and U2, artists of all sizes are increasingly using TikTok LIVE to connect with fans and support their music careers

TikTok has transformed the way music is discovered. Now, a growing number of musicians are turning to TikTok LIVE as a new stage to perform, build loyal fan communities and generate income, reaching audiences around the world without the costs and logistics of touring.

For the first time in the UK, TikTok is revealing new figures demonstrating the scale and growth of music on LIVE. More than 46,000 UK music creators went LIVE between January and mid-October 2026, while in September, UK music creators attracted an average of 4.9 million global views every day, with viewership increasing 74% year on year.

The figures highlight how LIVE is becoming an increasingly valuable part of an artist's toolkit. While short-form videos can introduce a song to millions, TikTok LIVE gives musicians the opportunity to build on that discovery, performing in real time, taking requests, sharing new material and connecting directly with fans who return night after night.

TikTok LIVE is the platform's livestreaming feature, allowing creators and audiences to interact in real time through comments, virtual gifts and collaborative experiences. For musicians, it offers something particularly valuable: a way to perform regularly for global audiences, develop deeper relationships with fans and potentially earn income that can be reinvested in their music careers.

And it's not just emerging musicians embracing LIVE. Some of the world's biggest artists are incorporating it into their release campaigns. Madonna recently hosted an exclusive iHeartRadio and TikTok LIVE premiere to celebrate Confessions II, attracting more than 2.1 million viewers and becoming TikTok LIVE's biggest standalone artist broadcast. Paul McCartney also turned to TikTok LIVE for an exclusive fan Q&A around the release of The Boys of Dungeon Lane, while this week U2 went LIVE to promote their new album Carnaval de Luz.

A stage without a postcode

For emerging musicians, touring, recording and promotion can represent significant costs. TikTok LIVE offers an accessible additional stage, allowing artists to perform from a bedroom, rehearsal room or street corner and reach listeners around the world.

Unlike a traditional performance, the experience is interactive. Artists can respond to requests, share the stories behind their songs, test new material and build relationships with audiences in real time. And for independent musicians, regular LIVE performances can provide an additional source of income alongside gigs, recordings and other music activity.

Across the UK, musicians are already putting these opportunities into practice.

London-based singer-songwriter Luke Silva livestreams his street performances twice a week, bringing his spontaneous duets with members of the public to audiences beyond London. Having also released original music, Luke is set to headline a concert in Manchester this December.

Singer-songwriter Fiaa Hamilton has built a dedicated community through TikTok LIVE, hosting regular livestreams every evening at 22:22, where she performs original songs and shares the stories behind her music with fans.

Meanwhile, singer-songwriter Luciee Closier, who first appeared on The Voice UK in 2014, has built a following of over 160,000 fans on TikTok. She has since released her own original music, including recent singles Second Place and Save Me.

Turning discovery into music careers

TikTok has long played a role in helping artists and songs find new audiences. LIVE is creating opportunities to take that relationship further, turning initial discovery into regular engagement, loyal fan communities and opportunities that extend beyond the platform.

Through initiatives like Music on Stage, TikTok LIVE is also helping emerging talent take the next steps in their careers. More than 320,000 creators entered the global competition in 2026, 13 times the previous year, while 3.9 million people watched the Global Finals, up 279% year on year.

This year's champions, JUDÁ and PJung, are now working with SoundOn, TikTok's all-in-one music distribution and artist services platform, to develop and release EPs with professional support across production, distribution and promotion.

Previous winner Anyelique Solorio went on to release No Tengo Duda and perform at TikTok LIVE Fest in Las Vegas, with her EP inspiring more than 305,000 TikTok creations and helping drive a 1400% increase in Spotify monthly listeners.

A growing part of the music ecosystem

From grassroots venues and touring to streaming and social media, artists have more ways than ever to reach audiences and build careers. TikTok LIVE is becoming another valuable part of that mix, connecting online discovery with live performance, fan engagement and opportunities to earn.

For emerging musicians, it offers a way to build momentum between releases and gigs, reach audiences beyond their local music scenes and develop communities of supporters. For established artists, it provides another channel to bring fans closer to their music through interactive performances, exclusive events and conversations.

Rather than replacing traditional stages, TikTok LIVE is helping artists make more of the opportunities around them, connecting the audiences they build online with their music and careers in the real world.

William Pimenta, Head of LIVE, Music and Gaming Operations, UK, said: "TikTok has transformed how music is discovered, and now TikTok LIVE is creating even more exciting new opportunities for artists to build on that discovery. LIVE is becoming an increasingly valuable part of an artist's toolkit, giving musicians a stage where they can perform for audiences around the world, connect directly with fans and build communities that come back night after night.

"What makes LIVE particularly powerful is its potential to turn those connections into real opportunities for artists. For emerging musicians, that might mean reaching new audiences, building a fanbase that turns up at their gigs, or earning income they can reinvest in recording and performing. For established artists, it's another way to bring fans closer to their music and create meaningful moments around new releases.

"Live performance and touring will always be central to music. TikTok LIVE complements those experiences, helping artists connect the audiences they build online with their careers in the real world. As more musicians embrace LIVE, we're excited about its growing role in helping artists develop their careers, deepen their relationships with fans and build lasting success."

*As at September 2026