A new report from TikTok revealed that 75% of its U.S. users say they “discover new artists via the platform, are more likely to seek out a song they heard, and associate certain songs with TikTok,” Worldwide, TikTok confirms they have over 3 billion monthly active users (MAUs) and surpassing YoutTube in average time spent per user per month on Android. TikTok says that MRC Data’s new research “reveals the power of music on TikTok, shedding light on the importance and impact music has for brands and the creator community alike.”

TikTok’s Global Head of Music, Ole Obermann, outlined TikTok’s vision,

“The dream is that an artist is able to find their voice and find that first community on TikTok, and then they become famous enough where they are able to get a record deal or perhaps even a publishing deal off the back of that and go on to become a superstar musical artist and creator,” he said.

“Music and sound play a big role in our lives, and brands are tapping into TikTok’s sound on environment to connect with their community in a new and engaging way,” says TikTok.

“When brands embrace music and partner with artists on the platform, they see a far-reaching halo effect of cultural relevancy and brand love.”

Discussing the report’s publication, Ole Obermann, Global Head of Music, TikTok, said: “TikTok has become an integral part of music discovery, connecting artists to their fans and introducing brands to every corner of the community,” said

 

 

– Excerpt from an article for Music Business World by Murry Stassen. Read the full article here.

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