When Nigerian singer/songwriter Oxlade found global fame with his single’s “KU LO SA” TikTok video, he signified a new age of music artists tapping into the app to gain unprecedented exposure. With over 10 billion views, Oxlade’s viral sensation led to an ongoing collaboration with the platform to explore its power in connection.
Through a new feature video, the singer rewinds back to the start of his journey with the app. Reflecting on the importance of professional tools and its accessibility, he begins by saying, “TikTok has made everything a bit easier for me,” continuing “Independent artists might not have the machinery that we need at a particular point to push out content.”
After the launch of TikTok’s dedicated KULOSA filter – mimicking the green screen from his famous Colors performance – Oxlade’s partnership with the app grew, seeing the duo go on to work with Afronation Ghana. Pushing in-app experiences to a new level, the joint venture sees the artist tap into the tech company’s creative “Effect House” to leverage ways in which personal creation can boost the festival as well as its artist’s community.
“I get more inspired by every great performance that I give,” shares Oxlade in the feature. Now, he considers every TikTok video a chance to reach out to new fans, sharing how it informs his on-stage gigs. “I’m big on connecting with my people because they literally feed me, they made me,” he says. With the app, Oxlade invites users to continue creating content with his library of music. From his Camilla Cabello “KU LO SA” remix or the upcoming “Intoxicated” track, fans can interpret his music in their own ways.
Watch the full feature video with the singer via the gallery above. To create your own Oxlade-inspired video, head to the TikTok app now.
