TikTok, the popular social platform owned by ByteDance, has unveiled ‘Artist Accounts’ tailored specifically for musicians, aiming to strengthen the bond between artists and fans. These verified accounts serve as a showcase for musicians, providing insights into their creative process and showcasing their latest releases.
TikTok’s introduction of ‘Artist Accounts’ marks a significant move to empower musicians by providing them with a comprehensive set of tools to enhance their presence on the platform. These verified accounts go beyond conventional social media profiles, acting as a dynamic showcase where artists can offer fans a deeper understanding of their music and creative processes. Once activated, artists gain access to promotional resources, including an artist tag that serves as a visible badge of recognition, indicating to the TikTok community that the account belongs to a verified artist. However, to be eligible for the tag, artists must have a requirement of at least four uploaded songs for eligibility.
Among the features introduced is the “New Release” tool, initially tested by BTS, allowing artists to highlight a new track for up to 14 days before and 30 days after release. This tool also enhances the visibility of new releases on discovery pages. The ‘Music Tab’ organizes an artist’s catalog, reminiscent of streaming platforms like Spotify, automatically updating with new releases. The track list displays the number of TikTok videos each track has been used in, along with 30-second clips that offer a quick preview for users.
Additionally, Artist Accounts offer a ‘By Artist’ feature enabling artists to pin a preferred post at the top of the discovery page for heightened visibility. The ‘Behind the Song’ feature allows artists to share the stories and inspirations behind their songs, proving popular with artists like Cat Burns, Fred again.., and RAYE –– providing a unique avenue for musicians to share the stories and inspirations behind their songs, fostering a deeper connection with their audience.
TikTok’s recent innovations, including the ‘Add to Music App’ feature in collaboration with platforms like Spotify and Amazon Music, aim to deepen user engagement and create unique opportunities for fans to connect with their favorite artists. Paul Hourican, TikTok’s Global Head of Music Partnerships & Programming, emphasizes how these tools empower artists to reach new heights on the platform and also create distinctive opportunities for fans to connect with their favorite artists, ultimately driving music discovery on the platform. This expansion of promotional and discoverability tools follows TikTok Music’s recent launch in Australia, Singapore, and Mexico, building on its initial introduction in Brazil and Indonesia.