Popular social media platform, TikTok, which is known for its short-form videos, is making waves in the music industry once again.
On Tuesday, the company announced the launch of a new program called Elevate, which aims to identify and support the next generation of rising artists.
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With Elevate, TikTok hopes to provide musicians with the tools and resources they need to establish sustainable careers in music, beyond just a fleeting moment of success.
While specific details about the selection process for the program were not disclosed, TikTok stated that it considered both signed and unsigned talent from around the world.
It also stated that the selection will cut across various genres of music.
This inclusive approach demonstrates the company’s commitment to nurturing a diverse and global music community.
Elevate offers participating artists a range of benefits, both within the TikTok app and in the real world.
Musicians will gain early access to new features, receive content amplification, and enjoy support from TikTok’s official social media handles.
One of the program’s standout features is the exclusive hometown performances, where each artist will showcase their talents at significant locations that inspired their music.
These intimate concerts will be filmed and shared as part of an original content series on TikTok, allowing fans worldwide to experience the performances.
In a blog post, TikTok expressed its recognition of the platform’s role in helping artists break through in the music world, thanks to the support of its passionate user base.
The blog post read: “We know TikTok fans are the spirit that helps enable artists to break through in the music world, and that the platform is the best place for artists to engage with fans on a global scale.
“That’s why, as a part of Elevate, we’re bringing unique artist experiences to fans including exclusive performances at significant locations in their hometown that inspired their music.
“Through Elevate, the artists will share new content and updates on upcoming music releases, plus an intimate look at the evolution of their music careers on TikTok and through our @musicontiktok social handles.”
The inaugural class of the Elevate program features promising artists such as CHINCHILLA, Sam Barber, Omar Courtz, Isabel La Rosa, Kali, and Lu Kala.
These talented individuals will have the opportunity to perform in their hometowns, spanning locations in Canada, Georgia, Maryland, Missouri, Puerto Rico, and the UK.
SurgeZirc NG learned that Elevate officially commences today and will run through October.
Further, TikTok plans to announce further details about upcoming Elevate cohorts in the months ahead.
This move by TikTok comes on the heels of another major development in the company’s music endeavors.
Just earlier this month, TikTok launched its subscription-only music streaming service called “TikTok Music” in Brazil and Indonesia.
The service allows users to sync their existing TikTok accounts, providing them with access to a vast library of songs for listening, downloading, and sharing.
It also has licensing agreements in place with major record companies like Universal Music Group, Warner Music Group, and Sony Music.
From the looks of it, TikTok aims to compete with established music streaming platforms such as Spotify and Apple Music.
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TikTok’s foray into music streaming, coupled with the Elevate program, demonstrates the company’s commitment to revolutionizing the music industry.
As the program continues to evolve, it is likely to unearth a new wave of talent and reshape the way we discover and appreciate music.
