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If we’ve heard it once, we’ve heard it a hundred times over the last several years, but the fact still remains: the epi-center of music discovery and artist development is TikTok.
Taking striving artists like Tucker Wetmore, Doechii, Olivia Rodrigo, Hudson Westbrook, Doja Cat, Bbno$, Lola Young, Priscilla Block, Benson Boone and Alex Warren, among a long list of others, and chucking them directly into the spotlight practically overnight, there's simply nothing to compare to TikTok's power and reach.
In recent years, though, it feels like the massively popular social media platform has become the ultimate breeding ground for one sub-genre in particular: folk pop.
From behemoth powerhouses like Noah Kahan and Lizzie McAlpine, to the next generation of torchbearers like Gigi Perez, Cameron Whitcomb, Thelma & James and more, it feels as though the doors for this quickly beloved sound have been bust open and more burgeoning voices are starting to come through, including those like Alabama native, Brenn!
Born Brennan Keller, he's notched nearly two million monthly listeners on Spotify, just shy of 400,000 followers on TikTok as of runtime, a pair of glowing EPs, a sprawling sold-out spring tour and a legion of fans all in a matter of three years.
Sitting in his childhood room in Tuscaloosa, the viral singer-songwriter explains to Holler that without TikTok, none of this would be possible.
"[TikTok] is the reason... that's the foundation. Without TikTok, I don't think my music would be anywhere," the 21-year-old notes. "I really think that without TikTok, most of these artists that are upcoming would not be artists. It does help develop a fan base, and what I've learned is that a lot of people who love my music will physically meet up and connect through TikTok. That's how they know each other. TikTok has been super influential, not only for me but for so many people."
Going back in time to 2022, Brenn! had just scored a solo record deal and was making the rounds to Nashville for writes with some of music's finest storytellers. The first to come out of those serendipitous writes was the song that would become his magnum opus, '4runner.'
Beginning to tease the song on socials, Brenn! recalls, "I was working every day, but I was also sneaking off and making videos in parking lots, or right before work, or when I would go get my coffee. After work, I started hitting back flips in my front yard, which branches off into a whole story itself because I did end up breaking both my legs, and that also went viral and gave the song more attention because I got it on video."
Perhaps not the way that he dreamed of his stars aligning, '4runner' became a viral, blockbuster hit. Now claiming well over 100 million streams on Spotify alone, the song was featured on his debut EP, Country Line, which arrived in February 2024 and included standout favorites like 'Rearview,' 'Valapriso' and more.
Brenn! followed it up with his Upstate EP, which dropped this past May, led by the gut-wrenching 'Days On End' and heartbreaking 'Franklin House,' both of which enjoyed their own moments of virality, too.
Often drawing comparisons to folk standards like Mumford & Sons, Hozier, Noah Kahan and The Lumineers, Brenn! has built the beginnings of a budding career on his uncanny vulnerability, unwavering authenticity and a unique blend of classic folk storytelling, modern pop hooks and shout-along choruses.
A young man with an old soul, Brenn! has created a world all his own over the last few years one soul-excavating song at a time, and with no end in sight.
Additionally, Brenn! reflects on his highly-anticipated debut album, lessons learned in 2025, dream collaborations and more.
On how he would describe his sound and artistry:
"This is gonna sound crazy, but a nice warm room. In my brain, I listen to my songs back and everything sounds so cohesive and like it all belongs in the same room.
I don't have a lot of musical background, but before I became an artist, I went to these worship nights, because I love Jesus. That's my whole entire purpose on this planet, is to serve the Lord and be with His people. We did these worship nights and it was in this college classroom with string lights. It was hot as freak in there, but we had a guitar player, microphone, a cajon, a piano and then another singer.
That's what I like my music to sound like. It's all in one room, it's all happening at the same time. It's not a recorded pop track where you have these cool sounds but they're all kind of different and you make them belong together. I just want everything to fall into place.
I feel like a lot of what I'm going for now, that's how it is and that's how it's gonna be from here on out. I just love the way that sounds, it sounds like you've been there before. Everyone has their own room that they can apply that to, it's so universally personal."
On working on his highly-anticipated debut album:
"I've got a few songs almost ready to go, but it will be a cohesive project. It's not going to be just like, 'Oh my gosh, my debut album! Here's 12 new songs!' There's going to be art that goes directly with it. There's going to be videos that go directly with it. There's going to be the tour, like everything down to the color coding of the instruments is going to be related to this album.
I've thought about this a lot. I've worked hard on this and there's still so much. I've done maybe 5% of what needs to be done for this album, and making the songs is probably only 20%. We have a long way to go and a lot of work to do until my next tour, which will probably be in the spring.
Fingers crossed that everything is done by then!"
On dream collaborations and duets:
"If I'm being completely honest, I don't really like the idea of working with anybody. The things I write about are my things. If I'm walking into a room and there's another guy there, it's like, 'Let's do my thing,' "'No, let's do my thing' then 'Well, let's put our things together.' That just doesn't make sense to me. How are we going to merge one story between two different events?
I don't do duet stuff either. All of it is off the table for me for now, until my opinion gets changed.
I really want to be a part of a worship team, though. If I have an opportunity to sing worship with UPPERROOM, Elevation Worship or Housefires, sign me up. In terms of my own artistry, I think it's a good thing that people are able to collaborate and bring ideas together, but at the end of the day, it's my artistry and I don't want to dilute that."
On his first-ever tour and a whirlwind 2025:
"I feel like I've grown a lot–physically, emotionally, spiritually and with my career, too.
Seeing the scope of tour, even though a lot of people would consider that a 'small tour,' it still felt kind of surreal. I stayed after every show and met with everybody that they allowed me to. I love meeting the fans–I don't even like to call fans because they're more like friends. I love meeting all of the people who come and see me.
I went through my biggest mountain this year with losing my first girlfriend, so that's something that I grew through as well. There's also been work stuff, like team changes, resigning deals and all this other stuff that I've had to navigate.
This year has been pretty hectic but, aside from going and playing festivals and touring, I'm not really busy. I just go stay in my room all day and play Overwatch."
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