TikTok, synonymous with short-form video entertainment, has recently introduced a groundbreaking feature for artists and musicians: the Artist Account. This new toolbox of features and promotional tools is designed to bridge the gap between artists and fans, enhancing discoverability and engagement on the platform.
Paul Hourican, Global Head of Music Partnerships and programming at TikTok, emphasises how this new account offers artists the tools to reach new heights on the platform. The Artist Account is a medium for creating unique opportunities for fan engagement and music discovery.
The Artist Account: A Closer Look
1. Artist Tag: This feature effectively allows artists to identify themselves on TikTok. A tag underneath the account name signals to the community and potential new fans that the account belongs to an artist. An artist must have at least four songs uploaded to be eligible.
2. New Release Tool: This tool allows artists to highlight a new track for up to 14 days before its release and 30 days after. It amplifies the reach of new music and highlights it on discovery pages, driving further discovery.
3. Music Tab: This tab curates an artist’s catalogue, making it easily accessible to fans on TikTok. It ensures new music is automatically added, facilitating seamless engagement.
4. By Artist Feature: Enhancing visibility, this feature allows artists to pin a preferred post to the top of the discovery page. This can be a new release or a trending clip, driving awareness of the artist’s chosen content.
5. Behind the Song: This feature enables artists to share the stories and inspirations behind their songs, fostering a deeper connection with fans. It’s a way for artists to give context to their music, making it more relatable and engaging for the audience.
Artists like Cat Burns have expressed how these features have helped them connect with fans in new ways. Burns highlights the ‘Behind the Song’ feature as particularly beneficial, allowing her to tie her songwriting inspirations and experiences together, offering fans a deeper understanding of her music.
TikTok’s introduction of the Artist Account is a significant step in the evolution of music discovery and artist-fan interaction. It’s fascinating to see how TikTok continues to innovate, providing tools that are not just about promotion but about creating a community and a deeper, more meaningful connection between artists and their audience. This development could reshape how new music is discovered and enjoyed on social media platforms.
TikTok’s Artist Account is a forward-thinking approach that could set a new standard for artist engagement on social media. As we watch this feature unfold, it will be interesting to see how it influences the music industry and how we interact with music and artists in the digital age.
Activate your Artist Account on TikTok to explore these features and redefine your musical journey.
