December 4, 2023
TikTok is further entrenching itself in music streaming with its new “Artist Account” toolbox that allows followers to play tunes, buy merchandise and access news and information. The new feature is designed to allow artists to promote their work and increase discoverability using such tools as an artist tag and new release highlights on discovery pages. TikTok describes the Artist Account as a “toolbox of features” to support promotion and “forge a closer relationship between artist and fan on TikTok.” Available to every music creator that has uploaded at least four songs, more than 70,000 accounts are eligible from the drop.
Performers including Shakira, Luke Combs, Sam Smith and Meghan Trainor have already created Artist Accounts, TikTok says on the feature’s certification page.
The new Artist Tag appears beneath the account name, allowing creators “to identify themselves as artists and help them stand out among other creators,” TechCrunch writes, adding that the “New Release” label lets musicians highlight a new song up to 14 days prior and 30 days after debut.
“A ‘New’ tag appears next to the track,” with the song also propagated to the discovery pages of catalog sounds. Popular K-pop band BTS tested New Release this summer to promote the single “Take Two.”
“Artists are able to pin a video to the top of the sound discovery page to boost visibility, whether that be a new album release or a trending clip,” per TechCrunch. “They can also use the new ‘Behind the Song’ feature to share exclusive insights about their songs and what/who inspired them, similar to Spotify’s ‘Clips,’” which are short videos featuring musicians discussing their artistic process.
A “Music” tab now automatically adds new releases, curating an act’s catalog for easy user access, TikTok explains in a news announcement.
The new toolkit reflects “TikTok’s larger push into streaming after launching TikTok Music — its subscription-driven streaming service — earlier this year,” The Verge writes, comparing several of the new features to those offered by Spotify.
Social Media Today calls the update “smart” in light of “the app’s rising value as a music discovery source.” Musicians and labels alike now prioritize it as a place to break out. “The platform has already sparked new careers, rejuvenated older ones, and even now has some artists changing the names of their songs to better align with in-app trends,” Social Media Today writes.
TikTok is seeking to build ties to music’s streaming establishment. Last month, TikTok launched an “Add to Music App” “in partnership with services like Spotify and Amazon Music to let its users save songs they discover on TikTok directly to those streaming services,” notes Music Business Worldwide.