- TikTok this week launched a global campaign, “See Where Music Takes You,” designed to spotlight its role as a destination for music discovery, in line with details shared with Marketing Dive.
- A 30-second spot, “Follow the Music,” features “Love Me Not,” the hit song by Ravyn Lenae, whose success on TikTok helped launch her profession. Supporting assets span TikTok, Instagram, Facebook and YouTube.
- The effort, handled by AKQA Casa, is inspired by TikTok’s influence on the global music landscape and features like Add to Music App, which helps users save music discovered on TikTok to their preferred music streaming services.
TikTok is cementing its status as a destination for music discovery with “See Where Music Takes You,” the ByteDance-owned app’s first large-scale campaign dedicated to the music experience on the platform, per release details. TikTok has increasingly played a task in shaping recent trends and thrusting brands and products into the mainstream, and its influence on the music scene has been no different. Eighty-four percent of all songs that entered the Billboard Global 200 Chart in 2024 first gained traction on TikTok, in line with data cited in release details.
At the middle of its campaign is “Follow the Music,” a 30-second spot set to the song “Love Me Not” that brings to life the musical possibilities on TikTok beyond a song itself, including remixes, DJ mashups, and music trends, or the power to attach with fellow music fans. The spot was directed by Nabil Elderkin, who has worked with artists like Dua Lipa, Tyla and Kendrick Lamar.
“See Where Music Takes You” also is meant to spotlight TikTok’s efforts to show on a regular basis music listeners into energetic participants in music culture, because of features like its Add to Music App tool, which has been used to avoid wasting over a billion tracks to music streaming services since its global launch last yr. TikTok users within the U.S. also spend 46% more on music every month than the typical music listener within the region, in line with TikTok and Luminate’s 2024 Music Impact Report.
TikTok’s latest campaign was conceptualized, developed and executed by AKQA’s São Paulo studio AKQA Casa. The platform has actively sought to grow its music discovery capabilities recently, including through its recent TikTok for Artists platform, announced in June, which is supposed to assist individuals and bands manage their in-app presence through enhanced data and insight tools. In January, the app launched a “Behind the Breakthrough” campaign highlighting its ability to assist artists gain mainstream recognition.
A lot of marketers have also embedded a music element into their TikTok activations. A back-to-school campaign from American Eagle in 2022 included the primary brand application of TikTok’s SoundOn feature for a custom song, which served because the campaign’s anthem. Earlier this yr, NYX Professional Makeup launched NYXTape, a mixtape created with five women artists, using the SoundOn platform. NYX also became the primary brand to have an artist profile on the app.
TikTok’s campaign comes as its presence within the U.S. continues to be called into query, although the Trump administration’s repeated delays of a possible ban have largely quieted immediate concerns.
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