Summary[edit]
TikSquad was a British creator collective and music project assembled by Will Bower in 2023. The project brought together TikTok creators to record the collaborative rap single "Tonight," which reached number 40 on the UK Official Singles Chart.[1] Bower conceived the project, assembled the contributors alongside Will Cranny and James Penney, and wrote the majority of the song's lyrics.
Background[edit]
TikSquad was created to bring together some of the UK's best-known TikTok creators on a single music release. Rather than forming a traditional band, the project assembled creators from different corners of the platform, each contributing a verse while promoting the release to their own audiences.
The project was conceived to test whether combining the audiences of several established TikTok creators could generate a commercially successful music release.
Bower acted as the project's creator and producer, coordinating the contributors and writing much of the final song, including ghostwriting lyrics for several participants. He also directed the music video, filmed by Callam Dent.
Tonight[edit]
The group's debut single, "Tonight," was released in September 2023. Following its release, the song entered the UK Official Singles Sales Chart, peaking at number 40.[1] The attention generated by the release also led to TikSquad being booked to perform at a music festival, extending the project beyond its original online campaign.
Contributors[edit]
Each contributor recorded an individual verse for "Tonight" while promoting the release across their own social media audiences.
| Tom Pratt | TikTok |
| Wakey Wines | TikTok |
| Ryan Windridge | TikTok |
| Niv | TikTok |
| XYLevel | TikTok |
| DG Decor | TikTok |
| Shovey | TikTok |
| Birdman | TikTok |
Promotion[edit]
Promotion relied almost entirely on the contributors' existing TikTok audiences rather than traditional music marketing or label support. It also included online personalities Jeffree Star and Angry Ginge reacting to the song live on stream, and alcohol brand VK sponsoring the launch.
Legacy[edit]
Although short-lived, TikSquad represented one of Bower's largest creator collaborations. The project combined creator management, songwriting and social media coordination, reflecting many of the collaborative approaches Bower would later use through TikScript.
Gallery[edit]
References[full press archive]
- Official Charts. "Tonight – TikSquad", chart stats and peak position.
- Spotify. "Tonight" by TikSquad. 2023.
Still needed: Apple Music, YouTube, TikTok, and the music video itself, plus any press coverage of the chart entry, send links and they go straight in.