TikTok, the popular video-sharing app, has taken a significant step in transforming how its users discover and consume music. The app’s latest feature, dubbed “#NewMusic Search Hub”, promises to connect artists and their fans like never before.
The #NewMusic Search Hub on TikTok is described as a portal that brings fresh, studio-quality tracks right to your fingertips. Users, whether they’re fans eager to find their next favourite song or artists keen to promote their latest work, can easily access this feature. Just type ‘NewMusic’ in the search bar to find lots of new music to discover.
The launch of the #NewMusic Search Hub was marked with a grand celebration, featuring endorsements from the Jonas Brothers and RnB sensation Miguel. The Jonas Brothers have been making waves on TikTok with their latest album, cheekily named ‘The Album’. One of their singles, “Waffle House“, has already racked up an astonishing 1.1 billion views. Miguel, too, has been making a mark on the TikTok community, sharing acoustic renditions of his songs and the story behind ‘Sure Thing’.
Even before its official launch, the #NewMusic hashtag had already amassed a staggering 18 billion views. Post-launch, this figure has shot up to 19.1 billion. That’s how much TikTok users are loving this new feature!
TikTok’s journey into music started with its predecessor, Musical.ly, which focused on user-generated videos of people lip-synching various tunes. When Bytedance, TikTok’s parent company, acquired Musical.ly for a reported $1 billion, the stage was set for TikTok to revolutionise the music industry. And that’s exactly what it did, using a potent mix of a powerful recommendation algorithm, a user-friendly interface, and a flood of creative content from users.
It may seem funny, but TikTok has actually been dancing around its own position in the music industry. Even as it reshapes how we discover and consume music, questions still remain about its relationship with the music industry.
The big music labels are reportedly looking to renegotiate their TikTok deals for higher royalties. Bytedance, on the other hand, has been exploring AI and its potential role in music. It even acquired Jukedeck, an early player in the AI music space.
Despite these challenges, TikTok remains a powerful platform for artists to connect with fans worldwide. “We are thrilled to launch the #NewMusic Hub, a global discovery platform that celebrates and champions artists of all genres, from up-and-coming talent to international superstars,” said Paul Hourican, Global Head of Music Operations at TikTok.
The #NewMusic Search Hub is not just a feature; it’s an exciting opportunity to inspire creativity, spark connections, and foster a musical landscape that embraces the unique talents and passions of artists and fans worldwide.
