The five-hour event featured headliners including Cardi B, Niall Horan, Anitta, Charlie Puth, Offset, and Peso Pluma, special performances by Reneé Rapp, and up-and-coming artists from TikTok’s Elevate program, Isabel LaRosa, Kaliii, LU KALA, and Sam Barber.
TikTok In The Mix marked the platform’s first-ever live music event.
In a recent interview with MBW, TikTok’s Global Head of Music Business Development, Ole Obermann, said that TikTok In The Mix will be “the first of many, if it goes well.”
Well, according to numbers released by TikTok on Friday (December 15), the event broke viewing records on the platform.
TikTok In The Mix attracted over33.5 million viewers across the original broadcast and subsequent three rebroadcasts.
In addition, the show on Sunday, December 10, which attracted a sold-out crowd of 17,000 at Sloan Park, broke the record for the biggest ever LIVE event on TikTok, with 9.6 million viewers tuning in to watch the show live.
TikTok’s move into the live music space arrives alongside the ByteDance-owned company’s continued expansion beyond its core social video app.
TikTok also recently expanded its ticketing partnership with Live Nation-owned Ticketmaster to allow TikTok users to buy concert tickets from within the TikTok app.
The companies’ partnership is now active in more than 20 new markets, following a beta launch in the US in 2022. The feature is available now for over 75,000 artists.
Elsewhere, TikTok also recently leaned further into music with the launch of new Artist Accounts specifically for musicians on the platform.
Meanwhile, last week, TikTok expanded its new “Add to Music App” feature into 19 additional countries. The tool lets its users save songs they discover via TikTok on streaming services including Spotify, Amazon Music and Apple Music. It was originally launched in the US and UK.
“In The Mix was an awe inspiring event where fans and artists came together to celebrate what we love about TikTok, where the power of the platform’s music discovery played out on stage.”
Paul Hourican, TikTok
Paul Hourican, Global Head of Music Partnerships & Programming at TikTok, said: “In The Mix was an awe inspiring event where fans and artists came together to celebrate what we love about TikTok, where the power of the platform’s music discovery played out on stage.
“An event of this magnitude truly takes a village, thank you to the amazing line-up of incredible artists, our partners, the sold out crowd in Arizona, and the record breaking audience who watched around the world in their millions on TikTok.”
