Today, Stingray -- a music, media and technology company that reaches 400 million subscribers in 160 countries -- announced a partnership with social media platform TikTok.
Together, they are launching TikTok Radio throughout the U.S. (available today) and Canada (available tomorrow) via TV, web, and mobile.
TikTok first took to radio last August, when the short-form video giant partnered with SiriusXM Radio, ultimately to introduce a younger audience. TikTok now has its own XM channel on which trending TikTok stars play viral hits featured on the app.
Since its launch in 2016, TikTok has taken on an increasingly influential role in the music industry. According to a November study conducted for TikTok by music-analytics company MRC Data, 75% of the app’s users discover new music on TikTok and 67% are more likely to look for songs on music-streaming services after hearing them on TikTok.
Not only has TikTok become an essential promotional tool for musicians and record labels, but due to music featured in viral videos, old or unknown songs can actually top mainstream charts such as the Billboard 100 or Spotify Viral 50.
For example, Fleetwood Mac’s album, “Rumours,” which dropped in 1978, resurfaced in the top 10 Billboard albums in 2020 after being featured in Doggface208’s viral video.
This new partnership with Stingray will follow a similar trajectory as with SiriusXM, featuring music that the TikTok community craves, including viral hits, throwbacks, and songs from emerging artists on the app.
According to a statement, the curated channel will be refreshed several time a week with songs from a variety of TikTok charts, such as “Top of the Week,” “Top of the Year,” and “Top New Songs.”
In addition, a TikTok Radio playlist will be available globally in the Air Canada In-Flight Entertainment system, as well as on two radio shows –– The Night Show with Katie & Ed and The Stingray Hit List Countdown.
Next month, viewers who download the Stingray TV app will be able to watch Stingray Music Videos On Demand. These are featured music videos from songs that are currently trending on TikTok.
This isn’t the first time TikTok has expanded to a bigger screen. TikTok also expanded its platform to TV last month through a deal with Atmosphere in which viral videos are shown on a loop in public spaces such as bars, restaurants, hotels, and waiting rooms.
By partnering with radio and TV, TikTok may be making it easier for marketers to capture the attention of audiences using increasingly outdated forms of entertainment.