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Isis Naija Gaston, professionally known as Ice Spice has become a Billboard list charter and has bagged multiple Grammy nominations. Spice has experienced meteoric growth in the music industry in just a few years. Internet can be a great enabler and for Spice, her initial fame was attributed to her viral videos on TikTok. Spice embarked on her musical journey after meeting RiotUSA during her time in college in 2021.
In an Ask Me Anything segment with Elle in 2021, Spice revealed that "the Erica Banks Buss It Challenge" was the first time she went viral. She added that "it was crazy" and that she had put "7 hours" into making that video because she didn't know how to "use TikTok at that time." She said,
"It paid off."
Apart from the Buss It Challenge, Spice gained viral popularity for her other songs in 2021 and 2022.
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Did Ice Spice's music gain momentum through TikTok?
Ice Spice's popularity and leap into success in just three years is undeniable. Following her viral Buss It Challenge the singer gained a fan base on TikTok and in late 2022, gained major recognition with her song Munch (Feelin' You). The #munch reached more than 2 billion views on TikTok. The song also gained support from American rapper Drake as he played it on his Sirius XM radio station, Sound 42.
In early 2023, Spice signed with 10K Projects and Capitol Records and released follow-up singles Bikini Bottom and In Ha Mood, in promotion for her debut EP, Like..? TikTok continued to bring luck for Spice in 2023, when her song, In Da Hood, debuted to success. After a user, @1.love.maryjane dropped a remix of the song, it went viral with the song tracking more than 5 Billion views.
Her virality continued with the release of Boy’s a Liar Part 2 with PinkPantheress which was released on February 3. Ice Spice is currently on her Y2K world tour and is expected to release more music this year. In an interview with Zane Lowe for Apple Music, Spice revealed that she is "grateful" for the fame she has received in the past few years. She said,
"At the end of the day, it opened doors for me. It allowed me to help my family, help myself and change my lifestyle for the better."
Ice Spice and her team have continued to leverage her popularity on TikTok. In the recent past, Spice has collaborated on dance TikToks with North West and Chantel Jefferies, which has further amplified her reach to a bigger audience. Another testimony of her fame is the growth of Spice Cabinet or Munchkins, Spice's fanbase on social media that continues to promote her music.
After the viral success of her songs on TikTok, Ice Spice was able to garner the attention of industry giants, like Beyonce who included her in the Ivy Park x Adidas collection. Additionally, she has collaborated with Nicki Minaj and Taylor Swift on hit singles like Barbie World and Karma respectively. While the foundation of Spice's success was on TikTok, she has continued to work on her music and is all set to release her first studio album, Y2K on July 26.
