Welcome to The TikTok Effect, the interview series that dives into the stories of African artists who turned viral moments into musical milestones. From trending challenges to career-changing opportunities, we explore how TikTok has become a powerful stage for emerging talent. Join us as we uncover the creativity, strategy, and serendipity behind their rise — one viral hit at a time.
Sosa.ttw is a rising star who hails from Edo state, Benin City. With some popular sounds on TikTok, he is carving a name for himself in the Nigerian music space. He sat down with Dom in this interesting interview about his career so far.
Where did you get your name from?
Sosa.ttw: My full name is Oyakhire Daniel Aisosa, but everyone calls me Sosa, even my parents. So that’s where I got Sosa from.
During the lockdown, I realized that just Sosa as my artist name wouldn’t work. So, I took inspiration from the YP in psychoYP to find a unique identifier, and that’s where I came up with the ttw in Sosa. The ‘ttw’ stands for “to the world.”
What was the first ever inspiration you got to do music?
Sosa.ttw: When I was 8, I used to watch cartoons. I really liked some of their soft rock-inspired theme songs, so I wrote mine. That was the first time I ever got inspired to make music.
What would you describe as the genre that describes your music best?
Sosa.ttw: Hip Hop. I process a lot of music with a hip-hop ear. I can literally be listening to an Omah Lay Afro beats song and feel like he’s trapping. I believe hip hop is so versatile in terms of delivery that it can be applied in so many genres, and that’s what I do.
When did you start using TikTok for your music, and what was your first breakthrough moment?
Sosa.ttw: I started posting on TikTok in late 2022, around October. And my first viral video was in June 2023. I posted over 500 videos between 2022 and 2023 – no jokes.
Can you take us back to the moment you realized your song/video was blowing up on TikTok? What was your first reaction?
Sosa.ttw: It was surreal. I was relieved and happy because I had put so much effort into it prior to that. It was my friend’s birthday in October, and we were celebrating, and during the outing, notifications just kept popping up.
Was TikTok always part of your strategy, or did the virality happen unexpectedly?
Sosa.ttw: I’ve known for a while that this era of music marketing involved content so it was definitely a part of the strategy.
Do you ever struggle to find the balance between making music that resonates with TikTok and staying true to your artistic vision?
Sosa.ttw: I don’t face that problem because the first person I try to please with my music is myself. I think this can be a problem sometimes, but it’s worse when you stop making music that pleases you just for TikTok engagement.
Has TikTok’s success translated into real-life opportunities — like gigs, collaborations, or record deals?
Sosa.ttw: It definitely has. First of all, a woman recognized me in my area for my content, which was funny and awesome at the same time. I’ve also been able to get editorials and charge an amount for features that I wouldn’t have thought was possible in the past.
Speaking of features, what are some of the best music collaborations you have been involved in?
I’ve done so many collaborations. I have one with GRNDMSTR, one with Droxx, one with Tonee C, and one with Zilla Oaks. It’s a strategy I’ve also leveraged to grow. I’ve done so many that right now ,I’m focusing on doing more solo songs.
I’d love to collab with Asa Quana & Lordeyang, though, when the time is right.
If you could pick just one artist, who would you love to do a joint tape with?
Sosa.ttw: Kendrick Lamar. I believe I can go bar for bar with Kendrick, and a joint tape will prove that.
Following your success on TikTok, do you ever feel pressured to keep creating viral content rather than focusing on your artistry constantly?
Sosa.ttw: I definitely feel the pressure, and it’s something I’m trying to deal with. As an independent artiste with no team it’s hard balancing it. I wish I could just focus on the artistic part and have a team handling the content part. I’m a pure artiste and I don’t really like doing content but since it’s the price I have to pay to make a living off my craft I’m willing to pay.
If you have, what was your first live performance experience like?
Honestly, the first one was kind of awkward. I was really anxious, but I think it didn’t turn out badly. I’ve learned since then, and performing live is something I really enjoy now.
So far in the industry, what would you say is the best lesson you’ve learnt?
Sosa.ttw: Humility.
Being an artist is a very special experience, so people tend to be caught up in the beautiful art they make and start to become narcissistic. This is the opposite for me; the industry showed me that talent really isn’t the most important factor in determining success. You need to be humble and work on your shortcomings to become the best version of yourself as an artist.
Also, humility in terms of understanding that not everyone will like what you do, and that’s okay.
Where do you see yourself in the next five years? Do you plan to stay TikTok-focused or expand into other platforms?
Sosa.ttw: In the next five years? I believe I’d have set myself up in the music executive space, and I’d be well-established as an artist with a large international fan base.
Any projects to expect from you this year?
Sosa.ttw: WEIRDO. This is an album about how my search for true love in the wrong places led me down the path of pain and depression and how God used music to make me realize that the true love I was searching for was in myself this whole time.
