Mobile-based social media platform TikTok has officially announced the launch of #Rock, a central pit for heavy music fans to discover music they love on TikTok, with our first featured artist Cassyette. Music on the heavier end has been getting the love from the TikTok community recently. This year already, the platform has seen a number of heavy trends, like Skindred‘s reggae metal trend, Slipknot‘s dance challenge and Sleep Token‘s genre bending new music have all had a viral moment, leading an army of music lovers to discovering new music. The platform also allowed icons of the genre like Metallica and Bring Me The Horizon to connect with fans in new and innovative ways.
Well-known for merging metal and rock-inspired sounds with modern-day electronic pop, Cassyette’s unique sound has caught the attention of the music industry. She uses TikTok to post everything from new music, secret street gigs, her first time as a tattoo artist and emo duets with rappers like Baby Tate. As a result, Cassyette has amassed over 22 million likes and 1.2 million loyal followers on TikTok.
The SoundOn artist started her career as a DJ and songwriter, becoming one of London’s most exciting emerging artists after she released her debut single Jean in 2019. As well as supporting WILLOW at her UK show last year, Cassyette completed her own headline MAYHEM TOUR in the UK last year, followed by her first show in the US. Cassyette topped off the year being nominated as one of TikTok’s Breakthrough Artists of 2022. She then descended upon Camden’s Electric Ballroom for a storming set Rockshot Magazine went along to.
When asked about being our first featured artist for #Rock, Cassyette said:”Thank you TikTok for featuring me as the face of #Rock! The rock and alt community is thriving right now on TikTok. It’s hot and has been such a great place for so many of us to share our music. I’ve found so many artists/ bands on here myself and have been smashed up in so many pits because of it ..so cheers! It’s been seriously amazing to experience the power duets can hold and how they have bought us such simple way to cross over with each other and make two worlds collide. It means a lot to me knowing so many people have been able to discover my art on here and then coming to my shows as a result.”
With #Rock surpassing 200 million video views already this year, we’re excited to champion all of the incredible artists on the platform with this new heavy hub. Whilst TikTok is known for reviving countless catalogue rock classics, it’s a hot-bed for some of the most exciting emerging acts on the global stage, from Nova Twins, YUNGBLUD & Måneskin.
In addition to launching #Rock, TikTok have also announced their partnership with the Heavy Music Awards, the world’s leading celebration of rock and metal music. The Heavy Music Awards have recognized and rewarded outstanding achievements in the heavy music world since 2017, celebrating the most influential and ground-breaking artists and creatives in the heavy music world, with a glut of phenomenal live talent set to perform on the night. We cannot wait to bring the noise to our global community of #Rock fans.
Heavy Music Awards co-founder Andy Pritchard said, “The HMAs audience has always been a wonderful representation of a forward-thinking community, and this partnership really underlines our dedication to that progressive outlook. It fills us with pride to see Cassyette go from HMA UK Breakthrough Artist winner to the face of this amazing new online space in just a couple of years. With the great team at TikTok shining an even brighter spotlight on artists and creators in rock and metal, we’re looking forward to seeing more talent blasting out of the underground and getting the recognition it deserves at the HMAs in future years. We cannot wait to see what comes next.”
James Lightfoot, Artist Partnerships Manager at TikTok said: “It’s a pleasure to launch #Rock with the Heavy Music Awards and the brilliant Cassyette, an artist with incredible talent who loves to lean into TikTok, share new music and duet with fans. One of our UK Breakthrough Artists last year, Cassyette uses the platform incredibly well to promote releases, including BOOM which really demonstrates her diverse talent bringing in different musical interests to create a truly unique #Rock sound.”
The launch of #Rock on TikTok and our partnership with the Heavy Music Awards continues our commitment to supporting and celebrating diverse music genres on our platform. We can’t wait to see how the rock community on TikTok will continue to throw up its horns. So, all the rockers out there, make sure to follow #Rock and @HeavyMusic Awards and get creating!
Be sure to catch Cassyette, along with other heavy acts such as Nova Twins and Måneskin at Worthy Farm this year as they join headliners Guns N’ Roses among others for this year’s Glastonbury Festival.
Live photography of Cassyette @ Electric Ballroom by Kalpesh Patel
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