BTS become first artist to use TikTok’s ‘new release’ promotional tool, for new single ‘Take Two’

TikTok has been ramping up its music discovery strategy over the past few weeks.

Last month, the app launched a #NewMusic Search Hub, described as a “dedicated space for artists around the world to showcase their new songs and for fans to discover their next favorite track”.

According to TikTok, the term ‘New Music’, searched via the #NewMusic had already amassed over 18 billion views on the platform prior to the launch of this official new hub on the app.

The latest phase in the expansion of its discovery capabilities arrived today (June 9) in the form of a new ‘new release’ feature on the platform.

It lets artists highlight a new track to fans for up to 14 days before release, and for 30 days after release.

The first artist to test out the new promotional tool is K-Pop superstars BTS, who according to TikTok were the most searched-for music artist on TikTok worldwide between December 2022 and March 2023.

BTS is using the ‘new release’ feature to promote their new single Take Two, which was released today (June 9).

TikTok has also named BTS as “the new global face” of its #newmusic initiative, which pulls in content featuring new releases.

The ‘new release’ feature allows artists to highlight new releases in the Music Tab, in the For You Feed and on their Music Page.

To use the ‘New release’ feature, artists will need to upload song clips to TikTok, and (if these songs are within the new song promotion period) artists will see a pop-up to remind them to highlight the song.

Elsewhere, TikTok has also announced that BTS’ TikTok account will go LIVE using the in-app LIVE feature for the first time on June 17 at 7pm KST.

The LIVE video will be an exclusive vertical TikTok livestream, which will feature a talk show and performance by BTS member RM on the banks of the Han River in Seoul.

TikTok is also releasing customised TikTok location tags that fans at the LIVE venue can use to share their experience on TikTok.

The app confirmed on Friday that BTS passed 60 million followers on TikTok during their #10yrswithBTS campaign leading up to the release of the new single.

The campaign has had over 400 million video views since last Friday, June 2.

 Music Business Worldwide