TikTok has kicked its music strategy into high gear in 2023.
Over the past couple of months, the ByteDance-owned social platform has launched a premium music streaming service in Brazil and Indonesia, and a beta version of an AI-powered music-making app in the United States.
A number of initiatives have also been rolled out to promote artists and drive music discovery on the flagship TikTok app.
In May, TikTok 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.
In June, TikTok launched a new ‘new release’ feature that lets artists highlight a new track to fans for up to 14 days before release, and for 30 days after release. BTS became the first act to use the promotion tool.
TikTok’s latest discovery initiative is a new program for emerging artists, called Elevate, through which TikTok says it plans to “identify the next wave of emerging stars poised to break out in the music industry”.
The ByteDance-owned company says that it will provide selected artists “with meaningful support both in-app and out in the world to build careers beyond a single trending hit”.
According to the platform, support for artists on the Elevate program will include early access to new TikTok features, content amplification, and support from TikTok’s official social handles.
TikTok also says that it will deliver “exclusive performances from each artist in their favorite hometown locations that inspired their music”.
Through Elevate, selected artists will share new content and updates on upcoming music releases via the @musicontiktok social handles.
Elevate launches today (July 18) with the inaugural program running through October. The first cohort features rising musicians from various markets globally including CHINCHILLA, Sam Barber, Omar Courtz, Isabel La Rosa, Kaliii, and Lu Kala.
“As the destination for music discovery, we are so excited to provide artists with meaningful support on and off TikTok to help them find long-term success in the music industry.”
Rachel Dunham, TikTok
Rachel Dunham, North America Artist Partnerships Lead at TikTok, said: “Elevate speaks to the heart of TikTok and our commitment to honor and empower the diverse talent on the platform.
“As the destination for music discovery, we are so excited to provide artists with meaningful support on and off TikTok to help them find long-term success in the music industry.”Music Business Worldwide