Brazilian superstar Anitta is the first act to work with TikTok to help promote Latinx artists and genres on the short-form video app. 

The rolling programme operates alongside the #Rompiendo hashtag (translating as #Breaking) and sees Latinx acts promoted, playlisted and featured on TikTok radio. There will also be a boost for the associated activity here through the @MusicOnTikTok account on social media. 

Anitta is the first act to get the weight of TikTok promotion behind her in this way, with new acts being added to the #Rompiendo programme every two weeks. 

Part of her recent international breakthrough was on TikTok, notably with the #AnittaChallenge as well as the phenomenal popularity of her ‘Envolver’ track which has soundtracked millions of UGC videos. (For a much deeper dive into this, read our new Behind The Campaign piece on Anitta.) 

“I think everyone knows by now how TikTok supports music and makes all different types of music from all around the world become huge – new artists and new songs,” said Anitta in her TikTok video announcing the launch of the initiative. “Whenever I saw my song ‘Envolver’ becoming viral with my dances and everything, I couldn’t believe it. Seeing people from so many countries try to reproduce my dance, I think it was a very iconic moment for my career.”

The programme started rolling out with Anitta at the end of April and by the start of July the #Rompiendo hashtag has had over 56m views on TikTok. 

TikTok notes that hashtag like #Latino, #Latina, #Familia and #Hispanic generate significant traction on the app and this is a way to formalise support for Latinx acts and their music. 

The #Rompiendo promotion follows on from last year’s TikTok Latinx Creators where it assisted over 150 Latinx content creators build their footprint – but this time the promotion is squarely built around music. 

Acts like Anitta are clearly benefiting from TikTok, but equally acts like Anitta are bringing huge audiences to TikTok and helping it grow its presence in South America. This is a two-way street in marketing terms.