TikTok is hoping that the next Grammy Awards ceremony will be a big night for vertical video. The app has recognized several Grammy nominees — including Miley Cyrus, Ice Spice, and Troye Sivan — whose songs have been used as the soundtracks for viral short-form trends.
The Recording Academy announced the 2024 Grammy nominees on November 10, and TikTok’s influence can be seen from the first category. Most of the tracks up for Record of the Year, including Billie Eilish‘s ‘What Was I Made For‘ and Coi Leray‘s ‘Players,’ inspired lasting viral fads. Cyrus’ ‘Flowers‘ is nominated in that category as well. The impact of the self-empowerment anthem stretched beyond TikTok; on YouTube Shorts, 600,000 videos have used ‘Flowers’ as background music.
TikTok’s influence on the Grammys goes far beyond Record of the Year. The Best New Artist category has become a haven for social media stars, and that trend is likely to continue into 2024. Ice Spice, the rapper behind multiple TikTok-viral tracks, is the frontrunner to take home the Best New Artist trophy at next year’s Grammys.
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Another familiar face can be found in the Best Music Video category. That’s where Sivan, a YouTube star-turned-recording artist-turned-Grammy favorite, has received one of his two nominations. His nominated music video for his song ‘Rush’ was a favorite subject among TikTok dancers, who recreated the video’s choreography.
@bboybrandt i really want to be in the rush music video 😭 @Troye Sivan #dance ♬ Rush – Troye Sivan
This is the third consecutive year that TikTok-boosted artists have made major impressions at the Grammys. The 2021 ceremony was a coming-out party for Olivia Rodrigo, and the collaboration ‘Unholy‘ earned trophies for Sam Smith and Kim Petras in 2022. ‘Unholy’ was one of several TikTok-famous tracks that earned a nomination at the 2023 Streamy Awards in the inaugural Rolling Stone Sound of the Year category. Other artists featured in that category, including Leray and Ice Spice, are 2024 Grammy nominees.
It remains to be seen how many of these short-form standouts will be able to convert their nominations into wins. If TikTok has a big night at the 2024 Grammys, it will further its reputation as a driver of popular culture. And before that happens, TikTok will have several other chances to show off its musical chops: Its star-studded In The Mix concert will go live in December, and the long-awaited service known as TikTok Music could make its Stateside debut after arriving in several other countries.
