• by Colin Kirkland , July 3, 2025

With its stranglehold on digital music discovery, TikTok is furthering its partnership strategy with regard to in-person music experiences. 

The ByteDance-owned video-sharing platform has announced a new content deal with “Tomorrowland,” a 19-year-old Belgian electronic music festival that touts 7.2 million TikTok followers. The festival often sells out quickly, attracting 400,000 attendees, famous DJs and elaborate stage designs.

TikTok also says that posts using the Tomorrowland hashtag have been viewed a total of over 10 billion times in the app, highlighting impressive user engagement over the years. 

In 2023, TikTok’s Tomorrowland livestream was viewed by 16 million people. 

During the festival’s 2025 run, which will take place over two weekends in late July, TikTok says it plans to offer “24/7 festival live streams, behind-the-scenes access, artist and creator collaborations, and interactive fan experiences” meant to further engage electronic music fans on the app. 

Last year, TikTok launched an in-app electronic music hub after noticing that posts including #ElectronicMusic grew 70% year-over-year, with relevant genre hashtags finding niche growth as well.

The platform has since been using its algorithms to direct more users to electronic music, while curating content, whether its songs, remixed tracks, or electronic music-related trends and events -- such as Tomorrowland.

Now, within a dedicated #Tomorrowland TikTok hub, users will be able to watch headline acts and creator-led content in real time. TikTokers will also be prompted to share in-app footage of the festival using a CapCut-made template launched officially with Tomorrowland’s creative team. 

In addition, TikTok’s music distribution and promotion service, SoundOn, is joining forces with Tomorrowland’s label, Tomorrowland Music, to host a songwriting camp prior to the festival, in which artists will become festival influencers. 

“Artists from both labels will collaborate, write and release original music to soundtrack the activities happening on and off the TikTok platform during both weekends,” TikTok explains, adding that the songs they create will be performed live onstage at Tomorrowland, then released and distributed by SoundOn. 

As Tomorrowland’s Official Content Partner for 2025, TikTok says it will also focus on expanding coverage and in-app features to the festival’s slate of live music properties, including “Unity” at the Las Vegas Sphere, Tomorrowland Brazil, Tomorrowland Winter, and more.