Aggy & Hammond : Are TikToker’s The New Tastemakers Of UK Rap?

In recent years, TikTok has gone from a viral dance platform to a powerful cultural force, influencing everything from fashion trends to political discourse. One of its most significant impacts has been on the music industry, particularly in the soundscapes of UK rap. As traditional routes to success such as radio airplay and chart-topping singles become less central to artist discovery, TikTok has emerged as a platform where the next big rap stars are born. Whether it be the assistance of further helping to blow up mainstream stars such as Central Cee, TikTok has also been monumental in growing up-and-coming artists too – but what has this meant for those that curate the new sounds of the scene?

More than just a space for viral moments, TikTok is shaping UK rap’s sound, style, and success, with influencers and creators becoming key tastemakers in this evolving scene. Two individuals smashing the content scene on the platform at the moment, Aggy & Hammond, have undoubtedly contributed to many artists’ music statistical success, and so the question arises… are TikTokers the new tastemakers of UK Rap? 

With two accounts on TikTok, @aggythegift has more than 1.7 million followers combined and hundreds of millions of views on his TikTok platform, the creator has had Central Cee co-sign him on his platform with a street feature and has assisted the blow-up of N Dotz’ “Embrace It”, as well as Jordan Adetunji’s “KEHLANI” which has more than 2.8 million videos made to it now. His accumulative outreach and impressions stand as some of the biggest in music promotion culture. 

Similarly, Hammond @classichammond has just under 200k followers, but has also achieved millions of views with this new format of street content, promoting the music through asking people to complete lyrics, often snubbed or completed incorrectly by the public. Helping blow up Stepz’ new track “Rock” as well as being a monumental figure in the promotion of YJ’s, he has been a pivotal influence in the street content scene as well as also laying down the blueprint for football edits and different mediums of track promotion. 

TikTok’s role as a tastemaker is particularly evident in the way influencers now curate and promote UK rap. These TikTok personalities often have a far-reaching impact on what songs become hits, with some even using their platforms to directly promote new releases. Influencers in the UK, whether they’re comedians, dancers, or fashion enthusiasts, now have the power to elevate underground rap artists to stardom simply by using their music in videos, in new innovative and interactive ways. 

On paper, it sounds a bit mad. Given. However, the genius nature behind this content is that algorithmically it works amazingly – it’s personable and they are growing their digital brand as a result. The window of opportunity for TikTokers such as Aggy & Hammond to not only grow a platform for themselves but for other artists online has spiralled as a result of their content. 

TikTok lets music exist in a more organic, less polished space. Songs that might have initially seemed too gritty or underground for mainstream attention can find a dedicated fanbase through TikTok videos that allow users to engage with the music on a more personal level. If we are using the term “tastemakers” by means of digital music promotion, Aggy and Hammond both put up a strong argument that they should be looked upon as those inventing trends and pushing the boundaries for artist exposure.

Both creators evidently understand and appreciate the scene to some extent; in an overly-saturated industry right now, both are an example, alongside other TikTok creators, of the power that digital media platforms have now for organic music promotion and the rife opportunities that come as a result of that. Major international labels are now paying attention to this future of music promotion, with the pair of them starting to form relationships with close conversations with the powerhouses of the industry.