While artists are racing to set up profiles to promote themselves on TikTok, the social media platform has been busy getting an act to front for them. 

Referencing lyrically several viral hits that have emerged through exposure on the app – and debuted on the plaform itself back in July – Upside Down by Jvke (the vowel deficient stage name of 19-year-old Jake Lawson) has been adopted by TikTok to soundtrack the UK TV ad for their It Starts ...