In the bid to redefine the way its fans discover music and artists, TikTok has agreed to partner with Sirius, which owns Pandora and the podcasting company Stitcher.
The new partnership with the social video app was announced today, May 24th, by Scott Greenstein, President and Chief Content Officer, SiriusXM.
The President said his company is excited to collaborate with TikTok to create new content that will bring the vibrancy of the leading social networking service to life on live radio and its streaming platforms.
“The effect TikTok has on music, and pop culture in general, is undeniable. Our platforms will provide a unique opportunity for TikTok creators to engage with our listeners with content experiences that have never been done before in audio. The exclusive SiriusXM channel will bring a new take on radio by tapping into the latest music trends on TikTok, while Pandora listeners will get access to playlists curated personally by TikTok’s top creators,” the President added.
So starting this summer, SiriusXM will kickoff with TikTok Radio, a full-time music channel featuring the trending sounds that are redefining pop culture from TikTok. TikTok Radio will be presented by TikTok creators, tastemakers, and DJs. It will be available in vehicles and as a streaming channel on the SiriusXM App, desktop, and all connected devices.
Sonically synched to the TikTok experience, the channel will feel like a radio version of the platform’s “For You” page. The TikTok Radio channel will feature a different group of TikTok creators. It will showcase trending music and stories behind the songs throughout each day, as well as a weekly music countdown dedicated to TikTok’s top trending tracks. As a listener you can expect to hear directly from music’s next generation of rising stars and whatever else the TikTok community is vibing to.
SiriusXM is also using this partnership to roll out a new Pandora series, called TikTok Tastemakers, that will involve popular TikTok creators, like Bella Poarch, hosting and curating playlists with their favorite songs alongside commentary. They will also promote the shows on TikTok.
The Verge’s report centred on what each brand stands to gain from the deal. The reporter explained that the partnership really seems to mutually benefit both companies. “TikTok gets even more brand promotion, while Sirius now has something to market to teens,” the reporter explained further.
Right now, the company’s most prominent deal is with Howard Stern, someone many teens likely haven’t tuned in to hear. Offering a TikTok station might make selling them a satellite radio subscription slightly easier — or if nothing else, it’ll make driving around in their parents’ car more enjoyable.
