TikTok’s Elevate: Empowering Rising Music Artists
TikTok, the popular social media platform known for short-form videos, has announced a new program called Tiktok Elevate, which aims to identify and support rising artists in the music industry. The program is designed to help musicians build sustainable careers beyond just having one viral hit.
TikTok has chosen a diverse group of artists for the inaugural class of TikTok Elevate, including CHINCHILLA, Sam Barber, Omar Courtz, Isabel La Rosa, Kali, and LU KALA. These artists will have access to resources within the app and real-world support. This will include early access to new features and content amplification. The program will also organize exclusive performances by these artists in their hometowns, with the concerts being filmed as part of an original content series available on TikTok for fans worldwide to watch.
Additionally, TikTok has announced a licensing deal with Warner Music Group. This multiyear partnership will offer Warner Music’s artists and songwriters new revenue and marketing opportunities from TikTok’s user base. The specific financial terms of the deal have not been disclosed, but it aims to explore new ways of utilizing TikTok’s revenue generation and promotional capabilities. Artists and songwriters will also gain access to TikTok’s brand partners. They will also have new fandom development and monetization features like merchandise, ticketing, and digital goods and services.
Source: TikTok
This move further solidifies TikTok’s focus on music and its intention to become more involved in the music industry. The company launched a subscription-only music streaming service called “TikTok Music” in Brazil and Indonesia. It aimed to compete with other established music streaming platforms like Spotify and Apple Music.
Overall, TikTok’s Elevate program and Warner Music Group partnership aim to promote new talent and global fan connections, establishing a significant music industry presence.
