The Rise of Yeat: What the Unlikely Star Tells Us About How Rap Spreads on TikTok
Yeat’s rise shows that going viral on TikTok can be a great way to break through to a new audience, but cultivating a persona can sustain that hype.
![The Rise of Yeat: What the Unlikely Star Tells Us About How Rap Spreads on TikTok](https://cdn.getmidnight.com/b5a0b552ae89a91aa34705031852bd16/size/w600/2022/09/Yeat--1-.png)
Yeat’s rise shows that going viral on TikTok can be a great way to break through to a new audience, but cultivating a persona can sustain that hype.