Coi Leray says she doesn't feel the same pressures to go viral on TikTok as other artists

• Coi Leray's song "TWINNEM" is one of the most popular tracks on TikTok.

• The rapper told Insider that she doesn't feel pressure, however, to make another hit that goes viral.

Even though she's amassed more than 10 million followers on TikTok in part due to her viral song, "TWINNEM," rapper Coi Leray told Insider that she does not feel the music industry's pressure to have her music go viral on the social media platform.

"I'm just naturally viral and I feel like I always go viral," said Leray during an interview earlier this month at Governors Ball Music Festival in New York where she was a performer. "It's very different."

Leray's 2021 song, "TWINNEM," went viral on the platform last year, and was a popular song choice on other social media platforms, such as Instagram, as well.

Still, the 25-year-old rapper, born Coi Leray Collins, has been a burgeoning fixture in hip-hop long before she signed to Republic Records in 2019 thanks to her father, rapper and "Love and Hip Hop Atlanta" star Benzino.

Coi Leray joins other music artists, who have been talking about industry pressures to go viral on social media in recent years.

Halsey, one of the festival's headliners, said their label prevented them from releasing new music without a TikTok-friendly marketing plan attached.

They wrote in a May post on TikTok that although they've "been in this industry for eight years and ... sold over 165 million records" their record company said they "can't release" a new song "unless they can fake a viral moment on TikTok."