As of June 2025, the No. 1 song in both the U.S. and the U.K. is “Ordinary,” written by Alex Warren—an artist relatively unknown to older generations but well recognized among younger audiences. Meanwhile, Addison Rae’s debut album Addison topped the Billboard 200 for the week of June 16. Both artists rose from pre-COVID TikTok fame to become leading contenders for the Grammy Best New Artist category, highlighting a significant shift in music discovery driven by social media.
The Early Days: MySpace’s Role in Launching Music Careers
Social media has long been a launching pad for emerging artists. In the MySpace era, bands like Panic! at the Disco and singers like Adele cultivated dedicated online fanbases that translated into record deals and multi-platinum success. However, MySpace’s dominance faded as platforms like Facebook and Twitter took over.
YouTube’s Impact on Music Careers
YouTube became the next major platform, offering video sharing that connected fans directly with artists through performances, vlogs, and covers. Stars like Troye Sivan, Alessia Cara, and Justin Bieber began their careers on YouTube, achieving millions of views and eventually earning industry recognition. Bieber, discovered at age 13, has sold over 150 million records and earned multiple Grammy nominations.
Although YouTube creators found fame, it often took years for the industry to formally recognize their artistry. Alessia Cara won her Best New Artist Grammy four years after her breakout hit, while Troye Sivan had to wait a decade for major award nominations.
TikTok and the New Era of Music Stardom
TikTok now dominates music discovery, but it also enables influencers to transition into credible musical careers. Unlike the YouTube era, where influencer attempts at music often faced skepticism and accusations of “cash grabs,” TikTok stars like Warren and Rae have rapidly gained commercial and critical success.
The music industry is increasingly recognizing viral hits on TikTok. Past Grammy snubs of viral songs like Baauer’s “Harlem Shake” and Psy’s “Gangnam Style” contrast with recent wins by artists propelled by TikTok fame, such as Lil Nas X, Doja Cat, Samara Joy, and Olivia Rodrigo.
However, Warren and Rae face a unique challenge: they began as social media influencers, not traditional artists. This background may make some industry insiders hesitant to grant them full artistic legitimacy.
To counter this, both artists have actively collaborated with respected musicians—Warren teamed up with multi-Grammy nominee Jelly Roll, and Rae received public praise from Ed Sheeran and is set to tour with Lana Del Rey. These moves aim to present them as serious musicians rather than mere social media personalities.
Looking Ahead to the 2026 Grammys
With nominations announced in November 2025, the music world will watch closely to see how fully Alex Warren and Addison Rae are embraced by the Recording Academy. Both artists have built significant fanbases and critical momentum, with “Ordinary” achieving widespread popularity comparable to recent Grammy-nominated newcomers.
If nominated, their campaigns will likely leverage their social media platforms heavily, symbolizing the ongoing evolution of how music stardom is born and recognized in the digital age.
Source: www.goldderby.com
