iHeartMedia and TikTok announced a partnership on Monday (Noveber 10) to jointly launch a podcast network and a digital radio station, among others.
The collaboration features TikTok Podcast Network, which will feature up to 25 podcasts hosted by TikTok creators. To support production, iHeartMedia is opening co-branded studios in Los Angeles, New York and Atlanta, equipped with audio and video infrastructure.
The podcasts will be distributed through iHeartPodcasts and available on the iHeartRadio app and other podcast platforms, with highlights shared on TikTok.
The partnership also includes TikTok Radio, a new format that pairs TikTok creators with iHeartRadio personalities. The programming will air on broadcast radio stations nationwide and stream digitally on iHeartRadio.
The station will feature music trending on TikTok alongside segments like Behind-the-Charts and New Music Fridays, drawing on the programming approach of iHeart stations KIIS FM in Los Angeles and Z100 in New York.
iHeartMedia and TikTok will also collaborate on live events, giving creators access to iHeartRadio Music Festival and iHeartRadio Jingle Ball. The companies plan to use these events as opportunities for brand activations.
“This partnership connects TikTok’s cultural energy and creator community with the unmatched scale and reach of iHeartMedia.”
Rich Bressler, iHeartMedia
Rich Bressler, President, COO and CFO for iHeartMedia, said: “This partnership connects TikTok’s cultural energy and creator community with the unmatched scale and reach of iHeartMedia.”
“We’re giving creators access to the biggest audio platforms in America — creating new ways to tell stories, entertain, and build deeper connections with fans. Together, we’re combining our vast networks to deliver relevant content on a massive scale. It’s a win for creators, fans, and brands alike.”
Dan Page, Global Head of Media and Licensing Partnerships, at TikTok, said: “At TikTok, empowering creativity and connecting communities are at the heart of everything we do.”
“This partnership with iHeartMedia opens up exciting new opportunities for creators and brands to reach wider audiences, collaborate across platforms and extend their creativity beyond TikTok. Together, we’re amplifying the connection between artists, creators and our community through the shared power of cross platform storytelling.”
“This partnership with iHeartMedia opens up exciting new opportunities for creators and brands to reach wider audiences, collaborate across platforms and extend their creativity beyond TikTok.”
Dan Page, TikTok
The partnership builds on an earlier collaboration between the two parties in July when they co-produced Next up: Live Music, a singing competition hosted on TikTok LIVE that featured emerging artists.
Both companies will market the new programming across their platforms and coordinate sales efforts to secure sponsorships for creators and their shows. Additional details about the partnership will be announced in coming months.
The partnership as TikTok doubles down on its music discovery and artist promotion offerings. Earlier this year, TikTok released its second annual Music Impact Report, carried out in conjunction with market monitor Luminate. The report shows that 84% of the songs that reached Billboard’s Global 200 last year went viral first on TikTok. Another 12% went viral on TikTok after hitting the Global 200 chart, and only 4% of tracks on the chart didn’t experience a viral moment on TikTok.
TikTok has also launched a new tool for songwriters, helping them highlight their work on the app. Called ‘Songwriter Features,’ the tool lets songwriters register for a ‘Songwriter Account’ that will identify them as a songwriter in their profile, and will come with a ‘Songwriter Tab’ that will identify a selection of the songs they have written or co-written.
In June, TikTok launched its artist analytics platform called ‘TikTok for Artists’ globally, which provides performance data and promotional tools. It now available in 26 countries, including the US, the UK, Germany, France, Canada and Mexico.
Music Business Worldwide