By Emmanuel Legrand
TikTok's strategy to spread its brand through other platforms has reached a new step with the launch of TikTok Radio on US satellite radio service SiriusXM. The short-video format platform will be offering a full-time music channel that will feature "the trending sounds that are redefining pop culture from TikTok," according to a joint statement.
TikTok Radio will be presented by TikTok creators, tastemakers, artists, and DJs – including including Billy, Cat Haley, HINDZ, Lamar Dawson, and Taylor Cassidy – and will sound "like a radio version of the platform's 'For You' feed." It will be streamed on the SXM App, desktop, and all connected devices.
"Our groundbreaking new channel with TikTok is a first-of-its-kind, capturing the pulse of the global music culture, vibrancy and vitality found on the entertaining social platform and recreated as a full-time music channel on live national radio and our streaming platforms,” said Scott Greenstein, President and Chief Content Officer, SiriusXM.
Tap into the latest music trends
“The creators, who are also presenting the music on TikTok Radio, are deeply involved in the channel and will reflect the unique sound and personality of TikTok that is so enmeshed with today's music culture and community," added Greenstein. "TikTok creators will be delivering new audio experiences for our listeners as they tap into the latest music trends on TikTok."
Ole Obermann, TikTok’s Global Head of Music, said that through TikTok Radio, SiriusXM subscribers will have "a new road to discover the latest trends in music and get a first listen to tomorrow's musical superstars. The channel captures song-breaking music culture that creates so much joy and entertainment on TikTok through video in an all-audio format."
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