TikTok Launches New Features for Kenyan Artists, Monetisation Still Missing

TikTok has introduced a new platform for music creators in Kenya, shifting focus from its discontinued Creator Fund to a data-driven approach aimed at supporting artists’ growth on the app.

The new initiative, called TikTok for Artists, provides musicians and their teams with detailed insights into how their tracks are used and engaged with across the platform. The tools include analytics on audience demographics, video engagement, and song performance, allowing artists to better understand their listeners and refine their promotional strategies.

This move comes after TikTok quietly phased out its $2 billion Creator Fund, which launched in Europe in 2020 and faced criticism over low payouts and a lack of transparency. Despite attracting millions of views, many creators reported minimal earnings. The fund was never extended to African markets and was fully discontinued by 2023.

Unlike the Creator Fund, TikTok for Artists does not offer direct financial compensation. Instead, it focuses on helping artists increase their visibility and expand their reach. While some creators may be disappointed by the lack of monetisation features, the platform aims to provide the tools necessary for long-term growth and audience development.

Kenya is the first country in Africa to gain access to the new platform. According to the 2023 Reuters Institute Digital News Report, the country leads globally in TikTok usage, with 54 percent of respondents using the app for general purposes and nearly one-third relying on it for news. 

The platform’s launch also coincides with the rise of local music genres such as Gengetone, Genge, and urban gospel, which have gained traction through TikTok’s viral features. The app has become a key channel for music discovery, allowing emerging artists to build audiences without relying on traditional media.

However, Kenyan creators still lack access to TikTok’s Creativity Program, which offers monetisation options in select countries including the United States, United Kingdom, and South Korea. As a result, local artists continue to depend on indirect revenue streams, such as sponsorships and partnerships, to generate income from their online presence.