"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 role in shaping new 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, according to data cited in release details."
"At the center 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 ability to connect with fellow music fans. The spot was directed by Nabil Elderkin, who has worked with artists like Dua Lipa, Tyla and Kendrick Lamar."
TikTok launched a global campaign called "See Where Music Takes You" to highlight its role as a destination for music discovery. A 30-second spot titled "Follow the Music" features Ravyn Lenae's "Love Me Not" and showcases remixes, DJ mashups, music trends and community connections. The campaign runs across TikTok, Instagram, Facebook and YouTube and was handled by AKQA Casa with Nabil Elderkin directing the spot. TikTok emphasizes features like Add to Music App, which has enabled saving over a billion tracks to streaming services since its global launch. TikTok data shows 84% of songs entering the 2024 Billboard Global 200 first gained traction on TikTok.
Read at Marketing Dive
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