Nicki Minaj is one of the most successful female rappers of all time, known for hits like “Super Bass,” “Starships,” and “Anaconda.” She has won numerous awards during her prolific career, including six American Music Awards, four Billboard Music Awards, and five MTV Video Music Awards.
Minaj joined TikTok in March 2020 shortly after releasing her single “Yikes.” She likely joined the platform to help promote her new music and further connect with fans. Since joining, Minaj has amassed over 20 million followers and over 2.5 billion likes, making her one of the most popular artists on TikTok.
Her TikTok page features behind-the-scenes looks at her music and life, comedy skits, collaborations with other creators, and previews of new songs. Minaj frequently interacts with fans in the comments and consistently receives millions of likes and views on her posts. She has fully embraced TikTok as a way to boost her profile and promote new releases.
Music Promotion
Nicki Minaj has leveraged her massive following on TikTok to promote new music releases. She often uses the platform to tease snippets of upcoming singles and albums, generating hype among fans. A prime example was the promotion of her 2022 single “Super Freaky Girl,” where she posted multiple TikTok videos singing along to the catchy chorus. The song went on to debut at #1 on the Billboard Hot 100, thanks in part to the TikTok buzz.
Minaj also prompted the “Itty Bitty Piggy” challenge on TikTok ahead of her 2009 track of the same name being re-released on streaming services. Thousands of fans created videos dancing along to the viral soundbite. Other songs like “Moment 4 Life,” “Chun-Li,” and “Yikes” also benefited from customized TikTok campaigns. By strategically leveraging the platform’s features, Minaj has repeatedly turned TikTok into a launchpad for her new music.
For citation: https://www.tiktok.com/discover/nicki-minaj-popular-songs-2023?lang=en
Behind-the-Scenes
Nicki Minaj gives fans a unique glimpse into her personal life and behind-the-scenes moments through her TikTok account [1]. She often posts candid videos showing her goofing around backstage, traveling on her private jet, or just hanging out at home. These videos showcase Nicki’s silly personality that her fans adore.
One particularly popular behind-the-scenes TikTok showed Nicki dancing around in a bathrobe with hair rollers in [2]. The impromptu video gained over 4 million likes, as followers felt like they were getting to see the unfiltered, casual side of the superstar rapper. Other behind-the-scenes posts capture Nicki doing mundane activities like making coffee, singing along to the radio, and playing with her dogs.
While most celebrities carefully curate the image they present on social media, Nicki’s TikTok account breaks that mold by providing an authentic peek at her life offstage. These everyday moments humanize Nicki and make her feel more relatable to fans.
[1] https://www.tiktok.com/@nickiminaj
[2] https://www.tiktok.com/@nickiminaj/video/7140346471396860421
Interaction with Fans
Nicki Minaj is known for closely engaging with fans on TikTok. She frequently responds to comments and messages from followers. As reported by TikTok, Minaj often takes the time to interact with fans after shows and events. She has responded to individual fans in her comments and in direct messages.
Minaj also regularly duets and stitches videos made by her fans. She’ll duet fan videos and add her own commentary or reaction. These fan interactions help create a sense of connection between Minaj and her followers on TikTok. As noted by the Daily Dot, many fans appreciate how active Minaj is on social media and how much she engages with them directly.
Challenges and Trends
Nicki Minaj has fully embraced the participatory culture of TikTok by taking part in many popular challenges and trends on the platform. One of the biggest viral challenges she participated in was the “Nicki Minaj Challenge” in 2022, which involved users dancing to her song “Super Freaky Girl” (source). The challenge blew up with over 289 million views on TikTok, showing Nicki’s ability to capitalize on trends and challenges to connect with fans.
Another trend Nicki jumped on was the viral TikTok “Buss It” challenge started by singer Erica Banks. Nicki posted her own twerk-filled version of the challenge, which garnered over 6.5 million likes. She also took part in the “Get Into It (Yuh)” dance challenge by Doja Cat, showing off her playful personality and dance skills in a split-screen duet. By participating in the latest viral challenges, Nicki cements her status as a trendsetter and expands her visibility among Gen Z users.
Controversies
Nicki Minaj has been involved in several controversies related to her content on TikTok. In September 2022, she had a clash with TikToker Celebrity Tea Blinds over a controversial video they posted with gossip about Minaj’s personal life, which she claimed included lies (source). Minaj responded aggressively in comments, threatening the TikToker and having her fans report the video, resulting in it getting deleted.
Minaj has also received criticism for posting explicit lyrics and sexual content on her TikTok account, given her large young fanbase. One video from July 2022 shows Minaj lip syncing explicit lyrics, which many fans called inappropriate (source). However, Minaj has defended her right to post risque content, claiming she doesn’t make her music for children.
In general, Minaj takes an unapologetic stance when her TikTok content causes controversy. She believes she should be able to freely express herself as an artist without censorship. Though this has alienated some fans, it’s part of Minaj’s brand as a rapper who pushes boundaries.
Impact on Culture
Nicki Minaj has had a major influence on pop culture, particularly in the areas of fashion, beauty, and language. She is known for her bold, colorful wigs and outfits that have inspired beauty and style trends. As one article notes, “Nicki Minaj has been at the forefront of defining female rap aesthetics for more than a decade now. Her experimentation with silhouettes, textures, and colors has made an indelible mark on how we express femininity through fashion.”
Some of her most iconic looks include neon, rainbow-colored wigs, skin-tight and eye-catching bodysuits, and bold makeup choices. Her unique style has been emulated by fans and celebrities alike. She has paved the way for more expression and creativity in both high fashion and everyday street style. As an influencer, she has significantly impacted what is considered trendy, cool, and sexy in the fashion world.
In addition to her fashion influence, Nicki Minaj has also popularized certain slang terms and phrases. For example, she often refers to her fans as “Barbz” and her verse on Kanye West’s “Monster” helped popularize the phrase “Sasquatch, Godzilla, King Kong.” Her unique rhymes and accent have inspired many memes and viral moments. She has a talent for catchy punchlines that become part of the cultural lexicon. As one of the most prominent female rappers, Nicki Minaj’s impact on language and communication styles both in and outside of hip hop culture is noteworthy.
Overall, Nicki Minaj’s trailblazing music career and personal style have enabled her to significantly influence mainstream culture, fashion, beauty standards, and language.
Business Opportunities
Nicki Minaj has leveraged her massive following on TikTok to secure lucrative brand sponsorships and partnerships. She frequently promotes products and services from brands like Fendi, Crocs, and Mailchimp in sponsored TikTok videos (1). Minaj also partnered with the social shopping app Whatnot to auction off rare merchandise and memorabilia to fans (2).
Beyond direct sponsorships, Minaj has found creative ways to monetize her TikTok presence. She uses the platform to drive traffic to her music and associated streams and sales. Minaj also uses TikTok’s tipping and gifting features as an income stream, with fans able to send her monetary tips during live broadcasts.
With over 16 million followers, Nicki Minaj has one of the largest TikTok followings of any musician. She leverages this massive reach and engagement to earn significant income through direct partnerships, merchandise sales, music promotion, and fan gifting. As her audience continues to grow, TikTok is becoming an increasingly lucrative platform for Minaj’s multifaceted business.
Comparison to Other Artists
When it comes to using TikTok to engage with fans, Nicki Minaj stands out amongst other musicians. According to Dash Hudson, Nicki has around 86 million more followers than fellow rapper Cardi B. However, Cardi tends to earn higher engagement rates on her posts. While Nicki posts more consistently, Cardi’s content tends to be more authentic and raw, earning her more comments and shares per post on average.
Engagement is key on TikTok, and this is where Nicki falls slightly behind some of her musical counterparts. Artists like Lizzo, Doja Cat, and Megan Thee Stallion tend to earn extremely high engagement rates by creating original dances and trends on the platform. Their content inspires fans to participate and engage at high volumes. While Nicki has amazing follower counts, her content doesn’t always drive the same viral trends. Her engagement rates are still respectable, but pale in comparison to the most viral musicians on the platform.
That being said, Nicki’s consistent posting strategy and massive following do give her some advantages. She can reliably reach a huge audience with her music and content. Other artists with smaller follower counts struggle to achieve the same reach and visibility that Nicki can accomplish merely by posting. She has established herself as one of the most prominent musicians using the platform thanks to her authenticity and frequent fan interaction. However, in terms of viral trends and engagement percentages, Nicki has room for improvement compared to other top musicians on TikTok.
The Future
While Nicki Minaj’s presence on the app is still relatively new, she has already demonstrated how impactful TikTok can be for musicians in promoting their work. Going forward, Minaj will likely continue leveraging TikTok’s massive reach and young userbase to preview new music, give fans behind-the-scenes access, and engage directly with her audience.
Some analysts predict Minaj’s TikTok presence will continue growing exponentially, especially as she releases new projects. Her playful personality and status as a hip hop icon make her content highly sharable and engaging on the platform. Over time, Minaj’s TikTok may become one of her most powerful promotional tools, with her videos regularly going viral and exposing her music to new demographics.
Other artists like Doja Cat have shown how musicians can cultivate massive followings and generate buzz around new releases via TikTok. As one of the most influential female rappers, Minaj has an opportunity to dominate the platform in the same way. Her label will likely devote significant resources to expanding her presence through collaborations with influencers, viral trends, and innovative content formats. With the app’s culture-shaping power, Minaj’s TikTok provides a glimpse into the future of music marketing.
