TikTok Capitalizes On Listening Trends With New Electronic Music Hub

With its official music streaming platform shuttering next month, TikTok is still looking to capitalize on its reputation as a music discovery tool.

The social media platform has launched a new hub dedicated to electronic music and the DJs, producers and artists sharing viral songs in the app.

According to the ByteDance-owned company, electronic music is one of the most celebrated genres on the platform, with some songs’ TikTok popularity translating directly to industry charts across the globe, like Jazzy (@jazzyofficial), who became the first woman to top the Irish charts in 14 years with her song “Giving Me,” or drum and bass duo Chase & Status (@chaseandstatus) landing their first-ever U.K. No.1 with “Backbone.”

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TikTok says that #ElectronicMusic has seen year-on-year global growth of 70%, with various electronic genre hashtags finding niche growth as well: #DnB (drum and bass) is up 50%, #Techno is up 63%, and #Trance is seeing a 73% increase.

So the platform is now using its algorithms to direct more people to electronic music within the app, while curating content, whether its songs, remixed tracks, or electronic music-related trends, aiming to boost artists' popularity among new audiences.

Beyond electronic music, the platform has been successful in connecting fans to all types of music content. Last year, a TikTok-commissioned report showed that users are significantly more likely to discover and share new music content in TikTok than on other social platforms, with 75% of its users finding new artists via TikTok clips.

However, TikTok has struggled in getting some of its music-related initiatives off the ground. After launching its own music streaming service in select countries last year, ByteDance recently announced that it will shuttering the service in November, finalizing any possible competition with Spotify, Amazon Music and Apple Music.

Earlier this year, TikTok also lost all tracks from Universal Music artists due to a contract dispute, but renewed a contract shortly after.

TikTok's Electronic Music hub is set to launch in the UK, Ireland, the Netherlands, Sweden, France, Germany, Spain, Italy, Belgium, the US, and Australia on Monday.

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