Bad Character Records boss Kalifah AgaNaga has weighed in on the growing influence of TikTok in launching music careers, arguing that artists who rely solely on the platform often struggle to sustain their success.
According to AgaNaga, while TikTok can give an artist an instant breakthrough, the fame it generates is usually short-lived if it is not backed by mainstream media exposure and deliberate brand building.
He explained that this is why many artists who go viral on TikTok often enjoy only one hit song or a brief season of popularity before fading away.
“An artist can get a breakthrough using TikTok without other media channels, but the success will be temporary. That’s why every TikTok artist is given only one hit or a single season. On the next one they evaporate.”
The singer further argued that TikTok primarily creates viral moments rather than a loyal fan base, making it difficult for artists to maintain momentum once the initial buzz dies down.
He advised musicians who rise through the platform to capitalize on their popularity by appearing on mainstream media, where they can tell their stories, connect with audiences, and build lasting relationships within the industry.
“TikTok is a wave that creates individuals who are looking for views. TikTok doesn’t create you genuine fans. On the next project, that’s when you face challenges because you won’t have built a solid fan base and you won’t know how to progress. But when you come to mainstream media, you make friendships and get to know people.”
AgaNaga also encouraged emerging artists to invest in professional branding, including quality photoshoots, and to embark on media tours while their popularity is still growing.
He stressed that mainstream media remains a key platform for shaping an artist’s public image and credibility, noting that companies offering endorsement deals often pay close attention to how artists are perceived in traditional media.
“Artists who get fame off TikTok, I advise them to brand themselves, take good photoshoots, and carry out mainstream media tours because people want to know your story. Mainstream media helps you build your brand, and the companies that offer endorsement deals listen a lot to what people say on mainstream media. That’s why we fight some presenters who speak negatively about our music.”
TikTok Is A Wave & Doesn’t Create Genuine Fans. TikTok Artists Can Only Make It Temporarily In The Industry! — @Kalifah_AgaNaga
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— Galaxy TV Jikonkone (@GalaxyTVUg) July 22, 2026
