TikTok launches TikTok Radio station with SiriusXM, Pandora
TikTok wants to reinforce its knack for music trends. And its new partnership with SiriusXM and Pandora to create TikTok Radio is a big step in the right direction.
The new digital radio station will highlight music trends based on engaging content from the platform. It will feature playlists from and collaborations with top TikTok influencers in the US this summer.
“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,” explains TikTok.
TikTok is a major channel for music trends. It helped catapult Fleetwood Mac’s Dreams to the top of the Billboard Hot 100 chart last year. It started with a trending TikTok clip that featured the song.
The event emphasized how record labels can capitalize in the app.
Fleetwood Mac is the highest-profile case where TikTok fueled the music trend directly. But many other songs have been surging or resurging on charts due to the platform’s popularity.
TikTok is set to be the next billion-user app. Its popularity with the younger generation shows how it has increased its influence to drive viral trends, not only with music.
TikTok Radio is a sound partnership. It will strengthen the relationship of music fans and the app. Brands may find it worthwhile to tune into to grow their presence.
The radio show provides more perspective on top trends. It can guide your understanding on how trends work and create a fitting strategy to boost engagement.
Pandora will launch exclusive, hosted playlists that feature top TikTok creators. They will play listeners’ favorite tunes with comments on their song choices. It will start with TikTok-star-turned-musician Bella Poarch.
The limitation for TikTok is the multitude of trends driven by viral clips in the app. It makes it harder for TikTok creators to extend their popularity to rival platforms, if they choose to do so.
But TikTok still growing exponentially. It has become a major player in social. Creators may not find the need to jump ship or gain followers somewhere else. Then again, TikTok must provide an effective way to monetize content created by its top creators.
TikTok Radio will play in cars, on the SiriusXM app, desktop, and all connected devices.