Dive Brief:
- TikTok has partnered with SiriusXM and the internet radio provider's Pandora subsidiary on new content initiatives that showcase emerging music talent and trends from its platform, according to a news release.
- This summer, SiriusXM will debut a dedicated TikTok Radio channel hosted by a mix of content creators, DJs and other tastemakers from the video-sharing app. TikTok Radio is "sonically synched" to the main TikTok experience, per the release, emulating its signature "For You" page of scrolling content.
- Pandora on Monday launched a TikTok Tastemakers series where popular creators, including Bella Poarch, curate an exclusive playlist and provide commentary on their song selections. The deal shows TikTok trying to expand its music footprint at a time when more creators are establishing themselves as serious artists.
Dive Insight:
TikTok, which first took off thanks to music-oriented videos that users could lip-sync or dance to, is broadening the purview of its content empire with the new SiriusXM deal spotlighting emerging music creators and trends. The video-sharing app has been instrumental in getting mega-hits like Lil Nas X's "Old Town Road" off the ground in recent years, and influencers are increasingly making the jump to the recording studio to achieve fame outside of the platform.
TikTok's structure allows users to soundtrack videos to certain songs that can then be picked up by its algorithmically powered "For You" page, leading previously undiscovered artists to trend and become overnight sensations. The app claimed that over 70 artists signed to major record labels in 2020 after getting their start on its service. TikTok has licensing deals in place with Sony Music, Universal Music Group and Warner Music.
Bella Poarch, the first creator participating in Pandora's TikTok Tastemakers, is promoting her new single "Build a B*tch." The song's music video has generated more than 95 million views on YouTube following its release earlier this month, speaking to how quickly popular creators can leverage their audiences to drum up interest in other projects. Poarch is one of TikTok's biggest accounts with more than 69.5 million followers. Christian Shelton, another TikTok Tastemaker, gained traction after he started posting singing videos to TikTok at the start of the pandemic. Shelton featured in job search company Indeed's Super Bowl commercial earlier this year.
Setting up a dedicated SiriusXM channel gives TikTok fans another way to listen to their favorite artists and tunes, but could also reach people not familiar with the app. TikTok Radio will be broadcast to vehicles and available via SiriusXM's app, desktop portal and other connected devices. Broader exposure presents potential opportunities for advertisers looking to better meld their TikTok and audio-centric campaign strategies.
Other deals have shown audio streaming players trying to link their content more closely to the online communities where music is increasingly getting made and discussed. Spotify is partnering with Facebook to directly integrate its podcast- and music-listening capabilities into the social media platform.
