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TikTok has announced its new digital radio station that will showcase trending music trends based on the engagement that will also be feature playlist from its influencers.
As explained by TikTok:
“Sonically synched to the TikTok experience, the channel will feel like a radio version of the platform’s “For You” page. The TikTok Radio channel will feature a diverse group of TikTok creators showcasing trending music and stories behind the songs throughout each day, as well as a weekly music countdown dedicated to TikTok’s top trending tracks.”
With the rise of Fleetwood Mac’s ‘Dreams,’ last year, on the back of a TikTok clip, TikTok has become a key channel for fueling music trends and exposing record labels to new audiences.
The TikTok trend is the most high-profile example, but there are many others, including record labels increasingly relying on the app to help them develop their marketing plans, and even producers renaming songs and creating tracks based on the use of the app.
This is logical. According to TikTok, the platform has now reached a billion users, while its popularity among younger audiences explains its growing influence in driving viral trends.
Therefore, TikTok Radio seems like the perfect partnership. This will make it easier for users to connect with TikTok and stay engaged with it. Also could also be worth tuning into for brands looking to improve their presence in the app, with the radio show providing some more perspective on key trends of note, which could help to guide your understanding and strategy.
As part of the launch, Pandora will feature hosted playlists from TikTok creators. They will provide musical commentary accompanied by their favorite songs.
In general, TikTok’s influence is undeniable, but its power in the music world is unequivocal.
TikTok creators may find it more challenging to translate their popularity to other platforms due to how many trends in the app are based on viral themes. As TikTok continues to grow, and become a bigger player in the social space, they might not be able to do so – although monetizing creators effectively remains a challenge.
You should tune in either way to get a better understanding of the latest TikTok shifts.
SiriusXM will include TikTok Radio as a streaming channel in vehicles as well as on desktops and mobile devices.