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TIKTOK can help make the next generation of British Asian musicians popular and the scene more ethnically diverse, according to leading industry figures.
Highlighting the lack of support for south Asian artists, record label bosses believe social media can allow upcoming musicians to gain audi ences and therefore become mainstream.
New Asian band Girls Like You stayed at number one in the TikTok music charts for three weeks this summer with their debut single, Killer. The group, made up of Yas-min, Naveena, Nami, Jaya and Sasha, also had around two million views on the video app with their Bollywood twist on Cameroonian-American singer Libianca's song People.
Vishal Patel, co-founder of independ ent label +91 Records that put the group together, said as a label that supports artists from a south Asian heritage with mainstream aspirations, TikTok was an important tool to help build and cultivate fan bases.
Patel told Eastern Eye. "One of our core focuses beyond creating music is being consistent on TikTok.
"This has paid off, because they [Girls Like You] have gained a lot of traction early - going viral with their cover songs and content, which has bought a lot...