TikTok has been ramping up its music discovery strategy over the past few weeks.
Last month, the application has launched a #New music Search Hub, described as “a dedicated space for artists around the world to showcase their new songs and let fans discover their next favorite”.
According to TikTok, the term ‘New Music’, searched through #New music accumulated over 18 billion views on the platform prior to launching this official new hub on the app.
The latest phase in expanding its discoverability arrived today (June 9) as a new ‘new release’ feature on the platform.
It allows artists to highlight a new track to fans for up to 14 days before release and for 30 days after release.
The first artist to test the new advertising tool was K-Pop superstar BTS, who according to TikTok was the most searched music artist on TikTok worldwide between December 2022 and March 2020. 2023.
BTS is using the ‘new release’ feature to promote their new single take two, released today (June 9).
TikTok also calls BTS its “new global face”. #new music initiatives, attract content with new releases.
The ‘new releases’ feature allows artists to bookmark new releases in the Music Tab, in their For You Feed, and on their Music Page.
To use the ‘New Releases’ feature, artists will need to upload song clips to TikTok and (if the songs are in promotion for new songs), artists will see a window pops up to remind them to bookmark the song.
Elsewhere, TikTok has also announced that BTS’s TikTok account will go LIVE using the LIVE feature in the app for the first time on June 17 at 7pm KST.
The LIVE video will be an exclusive vertical TikTok live stream, featuring BTS member RM’s talk show and performance on the banks of the Han River in Seoul.
TikTok is also releasing custom TikTok location tags that fans at the LIVE venue can use to share their experiences on TikTok.
The app confirmed on Friday that bts surpassed 60 million followers on TikTok during their #10yrswithBTS campaign ahead of the release of a new single.
The campaign has more than400 million won video views since last Friday, June 2.
Global Music Business