TikTok Goes ‘Behind the Breakthrough’ with SIENNA SPIRO

TikTok is proud to announce that SIENNA SPIRO will be the latest artist - and the first British artist - to star in its Behind the Breakthrough campaign. The campaign - which launches in May - spotlights SIENNA's remarkable rise from viral breakthrough as a singer-songwriter on TikTok to global stardom, and the role that the TikTok community has played in her success.

Behind the Breakthrough with SIENNA SPIRO sees her visiting the home of one of her biggest fans, a fellow young female singer-songwriter who has been inspired by SIENNA's own journey. Together they discuss SIENNA's artistry, her approach to songwriting and performing, and how she connects with the TikTok community.

SIENNA SPIRO first started to use TikTok to build her audience in 2024 when she released 'MAYBE.', which generated over a million creations. She followed this up in 2025 with 'You Stole the Show', which generated over 2 million creations and over 3 billion video views on TikTok, becoming her real breakthrough moment, and putting her firmly on the world stage.

She then released 'Die On This Hill', which became an unequivocal global smash hit, driven by the TikTok community, with over 6 million creations and 16 billion video views. The track sparked a wave of performance-led trends, inspired by the power of her lyrics and emotional storytelling, including memory montages, and some high profile covers of the track, including artist performances from P!NK, Demi Lovato, and SIENNA's own duet with Sam Smith.

Fueled by this momentum, "Die On This Hill" translated into significant off-platform success, generating more than 385 million streams on Spotify, and charting at #9 on the UK Official Singles Chart and #19 on the Billboard Hot 100. SIENNA has garnered critical acclaim from Rolling Stone, Wonderland, Dazed, V Magazine, The New York Times and many more, been tipped as an "Artist to Watch" for 2026 from the likes of Billboard, Stereogum, Pigeons & Planes, and shortlisted for the BRIT Awards' highly esteemed Critics' Choice of 2026 award. She was recently named on Forbes "30 Under 30" Europe list and received two American Music Award nominations for Best Vocal Performance and Breakthrough Pop Artist.

SIENNA's latest fan-demanded hit single, 'The Visitor', further built on that momentum. Since its release on March 12, the track has already been used in over 2 million TikTok creations and generated more than 3 billion video views, while her headline "The Visitor Tour" was met with widespread praise and sold-out across North America, the UK and Europe.

Lisa Skeppner, UK Artist Partnerships Lead at TikTok, said: "Behind the Breakthrough is about celebrating the artists who are building real, lasting careers through the power of community. SIENNA SPIRO is a perfect example of this - an incredible artist whose authenticity and talent have resonated deeply with fans, whose moments of discovery on TikTok have turned into global career success. We're incredibly proud to support her as she continues to grow her audience and shape her career on a global stage."

TikTok's Behind the Breakthrough is a music content series which takes a deep dive into the stories behind emerging artists who were first discovered by the TikTok community, and who go on to find career success both on and off the platform. The campaigns have so far captured artists including Alex Warren, Ravyn Lenae and Gigi Perez reflecting on how their music and career has been transformed by the TikTok community.