TikTok teams up with music streaming platforms

TikTok has announced a new button that enables users to find music used in a video directly on music streaming platforms. — AFP Relaxnews

TikTok has become a genuine force to be reckoned with in the world of music. And its influential reputation in this sector is something that the Chinese giant has decided to build upon with the launch of a new feature.

This feature is designed to make it easier to find the songs trending on the social network directly on music platforms such as Spotify, Amazon and Apple Music.

The Chinese platform has announced that it is partnering with Spotify, Apple Music and Amazon Music. The aim is to make it easy for users to be directly redirected to these platforms after finding music on a video posted on the social network.

This new feature, called "Add to Music App," will take the form of an "Add Song" button. It will be proposed after clicking on the name of the track used, displayed in the bottom right-hand corner of a TikTok video.

Users can then choose to be redirected to Spotify, Apple Music or Amazon Music to listen to the music in its entirety, directly on the platform. On TikTok, users usually choose to simply use a sample of a musical work to accompany their video.

This new "Add Song" button will initially be available in the United States and the United Kingdom.

TikTok quickly established itself as a valuable showcase for budding musical artists, enabling them to reach a wider audience in a very short time. And users are also fond of this aspect of the site. According to a 2021 study, 75% of users said they had discovered new artists thanks to TikTok, and 63% said they had listened to new music they had never heard before.

"TikTok is already the world's most powerful platform for music discovery and promotion, which helps artists connect with our global community to drive engagement with their music.

“‘Add to Music App’ takes this process a step further, creating a direct link between discovery on TikTok and consumption on a music streaming service, making it easier than ever for music fans to enjoy the full-length song on the music streaming service of their choice, thereby generating even greater value for artists and rightsholders," declared Ole Obermann, Global Head of Music Business Development at TikTok.

This is not the Chinese giant's first foray into the world of music. It launched its new TikTok Music streaming service on July 6, 2023 in Brazil and Indonesia.

Meanwhile, its special #NewMusic page was created to help users discover the latest songs trending on the app. And of course, TikTok has been host to countless concerts streamed live on the social network, including some by The Weeknd, Ed Sheeran, Calvin Harris and Justin Bieber. – AFP Relaxnews

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