Tinashe’s sultry track “Nasty,” from her seventh album Quantum Baby, has become the UK’s TikTok song of the summer, surpassing hits from artists like Sabrina Carpenter and Billie Eilish.

The song’s viral success on TikTok, where it featured in over 10 million videos, highlights the platform’s ongoing influence in music.

Despite its TikTok popularity, “Nasty” only reached number 66 on the UK charts and number 61 in the US, suggesting a shift in TikTok’s impact on the broader music industry. Last year’s TikTok summer hit, “Sprinter” by Dave and Central Cee, achieved far greater commercial success, selling 1.2 million copies and dominating the charts for 10 weeks.

Tinashe’s Viral Triumph

Tinashe’s track gained traction in April, thanks to a viral video of British dancer Nate de Winer. This video, and its countless recreations by celebrities like Christina Aguilera and Janet Jackson, helped propel “Nasty” into the spotlight. Although Tinashe’s career has faced setbacks, she now finds herself with a hit, a decade after her debut.

While other artists like Blood Orange and Sabrina Carpenter also saw their music go viral on TikTok this summer, TikTok’s grip on the music industry appears to be loosening. Viral hits are less likely to translate into chart-topping success, reflecting TikTok’s shifting focus toward long-form content and e-commerce. The platform remains crucial for music promotion, but its role in launching careers may be fading.