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Debora Paladino,

Creative Lead,

Admiral Media,

Jul 11, 2023

TikTok NewMusic: A global music discovery hub for Brand Strategists

In a world where staying up-to-date with the latest trends is crucial for both the community and advertisers, TikTok has (again) proven itself as a pioneer in the realm of music discovery.

The popular short-form video platform has a feature named ‘NewMusic’, which aims to provide users with a global hub for exploring and discovering new music. It’s set to revolutionize the way people engage with music on TikTok and create exciting opportunities for brands to enhance their organic strategies.

TikTok teams up with artists

As part of its commitment to delivering an exceptional music experience, TikTok has teamed up with renowned artists to communicate #NewMusic. One of the biggest names associated with this exciting venture is the sensational pop-rock band, Jonas Brothers. Known for their chart-topping hits and captivating performances, the Jonas Brothers bring their talent and influence to the table, ensuring that users will have access to a huge selection of music through the NewMusic hub. TikTok #newmusic screen featuring Nick Jonas Additionally, TikTok has also partnered with the multi-platinum recording artist, Miguel, who has garnered global recognition for his soulful R&B sound. With his unique artistry and wide-ranging appeal, Miguel adds another layer of diversity to the NewMusic experience. By collaborating with such esteemed artists, TikTok aims to create a platform that caters to a diverse range of musical tastes, ensuring that there is something for everyone.

How to use TikTok’s #NewMusic for brands?

The introduction of NewMusic opens up a world of possibilities for brands looking to enhance their strategies. By tapping into this feature, advertisers can align their content with the latest music trends, allowing them to connect with their target audience in a more authentic and engaging way. As music plays a significant role in shaping trends and popular culture, integrating NewMusic into brand comms strategies can give advertisers a competitive edge by staying on trend within their target audience.

Brands can leverage the power of NewMusic by incorporating popular tracks from featured artists, such as the Jonas Brothers and Miguel, into their content. This not only helps establish a connection with the TikTok community but also amplifies the reach and impact of brand messages. By incorporating music that resonates with users, brands can create a more immersive and memorable experience, fostering stronger brand affinity and loyalty.

Furthermore, the #NewMusic hub provides a treasure trove of opportunities for brands to collaborate with emerging and established musicians. By partnering with up-and-coming artists, brands can foster a sense of discovery and exclusivity among their audience. This collaborative approach allows brands to tap into the passion and creativity of artists, resulting in unique and compelling content that resonates deeply with users.

Our take on #NewMusic for brands

It is no secret that we’ve worked with some incredible brands, helping them scale their TikTok performance. Asking our internal TikTok Expert, Kevin Dosanjh on what the impact of #NewMusic looks like, he mentions:

Kevin Dosanjh - TikTok Expert“The introduction of TikTok’s NewMusic feature can boost the way brands engage with their audience, turning music into a powerful catalyst for connection, creativity, and unforgettable brand experiences. As always, I believe marketing should have a holistic approach – and brands should always seek to experiment with new features. I cannot wait to see how #NewMusic will work for our clients!”

– Kevin Dosanjh, Senior TikTok Marketing Expert.

In conclusion

The introduction of TikTok’s NewMusic feature marks a significant milestone in the realm of music discovery. With the involvement of iconic artists like the Jonas Brothers and Miguel, the platform has solidified its status as a global hub for exploring and connecting with music. This new release not only enriches the TikTok experience for users but also presents exciting opportunities for us TikTok advertisers, to elevate our strategies.

By leveraging the power of music and aligning your content with the latest trends, you can forge stronger connections with your target audience and make a lasting impact in the dynamic world of TikTok.

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