TikTok Goes 'Behind the Breakthrough' with Bella Kay
The latest instalment of our artist campaign celebrates Bella Kay's rise and the fans who turned unreleased teasers into global music moments.
Singer-songwriter Bella Kay performing an intimate acoustic set with an acoustic guitar under warm stage lights
TikTok is proud to announce that Bella Kay is the latest artist to star in Behind the Breakthrough, the campaign that celebrates breakthrough artists and brings them together IRL with some of their biggest fans on TikTok. The latest instalment spotlights Bella Kay's success with her breakthrough tracks 'iloveitiloveitiloveit' and 'The Sick', and the role the TikTok community played in turning early song teasers into global music moments.
Behind the Breakthrough with Bella Kay sees her spend time in person with Zariyah (@kaleidoscopedreamz), one of her biggest fans on TikTok, who first discovered Bella when she released 'The Sick' and has since turned all of her friends onto Bella's music too. Together they discuss Bella's journey on TikTok, her music, and the moments that have meant the most to each of them.
From teaser to charting hit
Bella Kay's breakthrough story began before she had even officially released her biggest hit to date. 'The Sick' was her first breakthrough moment, generating more than 3 million creations and 3 billion video views on TikTok. She built on that momentum with 'iloveitiloveitiloveit', spending months teasing the track on the platform.
Her fans embraced one particular lyric — “...but we don't have to get into what that says about me” — transforming the unreleased song into the soundtrack to millions of videos. From lip-syncs and relationship confessions to covers and heartfelt personal moments, the community made the track their own and built huge anticipation for its official release.
That sustained fan participation helped propel an unreleased teaser into a charting hit, with 'iloveitiloveitiloveit' inspiring more than 6 million creations and over 5 billion video views on TikTok.
Why it matters
Behind the Breakthrough is part of TikTok's ongoing commitment to supporting emerging artists and the fans who champion them. By connecting artists with the communities that fuel their success, TikTok continues to be the place where music is discovered, shared, and turned into culture.
