Tipperary singer-songwriter Dáwna is experiencing a viral moment, but not in the way many artists dream of. The musician, whose real name is Conor Fahey, recently shared a story of being asked to pay a substantial sum – €3,000 – by an Irish influencer to promote his latest song. The incident, detailed in a TikTok video, has resonated widely, sparking a conversation about the evolving dynamics between artists and influencers in the digital age.
Dáwna’s rise to prominence began with “Blue and Gold,” a track that unexpectedly became an anthem for the All-Ireland-winning Tipperary senior hurlers. The song, reportedly written in under forty minutes while putting his daughter to sleep, captured the spirit of the team’s victory and quickly gained traction. Dáwna, choosing a name meaning “bold or brave” in Irish, has seen the song and his profile grow alongside a renewed interest in the Irish language.
The recent request from the influencer, however, presented a stark contrast to the organic growth he’d experienced. Dáwna recounted the interaction on TikTok, expressing his disbelief at the proposition. “An Irish influencer (you probably know the one) quoted me €3,000 to use this song in her video to promote it,” he shared. He wryly added, “Anyway, can barely afford me Weetabix so I’m just going to dance in front of the mirror instead.”
The TikTok video quickly went viral, amassing nearly 500,000 views and igniting a wave of support for Dáwna. Rather than paying for promotion, other Irish TikTok users began organically incorporating “Damhsa Le Mo Chailín” (Dance With My Girl) into their own content. This grassroots support offers Dáwna a potentially more valuable form of exposure – revenue generated through platform usage. One user commented, “Saving this sound for my next vlog because Irish people should be supporting each other out of kindness.” Another joked, “I’ll use it on my TikToks and every time I eat Weetabix I’ll listen to it.”
While Dáwna has refrained from naming the influencer who made the request, he has addressed some of the guesses circulating in the comments section of his video. This discretion suggests a desire to avoid direct confrontation and maintain a focus on the broader issue at hand: the commodification of influence and the challenges faced by independent artists.
The incident highlights a growing trend in the music industry, where artists are increasingly approached by influencers offering promotional services for a fee. While influencer marketing can be an effective strategy for reaching new audiences, the cost can be prohibitive for emerging artists, particularly those who are self-funded or signed to independent labels. The expectation of payment for what traditionally would have been considered a collaborative or mutually beneficial exchange raises questions about the value placed on genuine connection versus transactional promotion.
Dáwna’s story also speaks to a broader cultural moment in Ireland, where there’s a growing emphasis on supporting local artists and fostering a sense of community. The outpouring of support he’s received on TikTok demonstrates a willingness among Irish content creators to uplift one another organically, rather than relying on paid partnerships. This sentiment aligns with a broader movement towards authenticity and genuine engagement in the digital space.
The situation also underscores the evolving power dynamics within the music industry. Historically, record labels held significant sway over an artist’s promotional reach. Now, with the rise of social media and influencer culture, artists are navigating a more fragmented landscape, where visibility often comes at a price. Dáwna’s experience serves as a cautionary tale for artists considering paid influencer campaigns, urging them to carefully weigh the costs and benefits and prioritize genuine connections with their audience.
Dáwna is currently preparing for a busy , following a prolific songwriting period. The viral attention surrounding the influencer incident has undoubtedly amplified his reach and created new opportunities. However, his response – choosing to dance in front of the mirror rather than pay for promotion – has resonated more powerfully than any paid advertisement could have, solidifying his position as an artist who values authenticity and community above all else. The incident serves as a reminder that in the age of social media, genuine connection and organic growth can often be more valuable than any amount of money.
