Dive Temporary:
- TikTok this week launched a worldwide marketing campaign, “See The place Music Takes You,” designed to spotlight its function as a vacation spot for music discovery, in accordance with particulars shared with Advertising Dive.
- A 30-second spot, “Observe the Music,” options “Love Me Not,” the hit tune by Ravyn Lenae, whose success on TikTok helped launch her profession. Supporting property span TikTok, Instagram, Fb and YouTube.
- The trouble, dealt with by AKQA Casa, is impressed by TikTok’s affect on the worldwide music panorama and options like Add to Music App, which helps customers save music found on TikTok to their most well-liked music streaming companies.
Dive Perception:
TikTok is cementing its standing as a vacation spot for music discovery with “See The place Music Takes You,” the ByteDance-owned app’s first large-scale marketing campaign devoted to the music expertise on the platform, per launch particulars. TikTok has more and more performed a job in shaping new tendencies and thrusting manufacturers and merchandise into the mainstream, and its affect on the music scene has been no totally different. Eighty-four % of all songs that entered the Billboard International 200 Chart in 2024 first gained traction on TikTok, in accordance with information cited in launch particulars.
On the middle of its marketing campaign is “Observe the Music,” a 30-second spot set to the tune “Love Me Not” that brings to life the musical prospects on TikTok past a tune itself, together with remixes, DJ mashups, and music tendencies, or the power to attach with fellow music followers. The spot was directed by Nabil Elderkin, who has labored with artists like Dua Lipa, Tyla and Kendrick Lamar.
“See The place Music Takes You” additionally is meant to spotlight TikTok’s efforts to show on a regular basis music listeners into lively members in music tradition, because of options like its Add to Music App instrument, which has been used to avoid wasting over a billion tracks to music streaming companies since its world launch final yr. TikTok customers within the U.S. additionally spend 46% extra on music every month than the typical music listener within the area, in accordance with TikTok and Luminate’s 2024 Music Affect Report.
TikTok’s newest marketing campaign was conceptualized, developed and executed by AKQA’s São Paulo studio AKQA Casa. The platform has actively sought to develop its music discovery capabilities not too long ago, together with by its new TikTok for Artists platform, introduced in June, which is supposed to assist people and bands handle their in-app presence by enhanced information and perception instruments. In January, the app launched a “Behind the Breakthrough” marketing campaign highlighting its potential to assist artists acquire mainstream recognition.
A variety of entrepreneurs have additionally embedded a music factor into their TikTok activations. A back-to-school marketing campaign from American Eagle in 2022 included the primary model software of TikTok’s SoundOn characteristic for a customized tune, which served because the marketing campaign’s anthem. Earlier this yr, NYX Skilled Make-up launched NYXTape, a mixtape created with 5 girls artists, utilizing the SoundOn platform. NYX additionally turned the primary model to have an artist profile on the app.
TikTok’s marketing campaign comes as its presence within the U.S. continues to be referred to as into query, though the Trump administration’s repeated delays of a possible ban have largely quieted speedy issues.
