TikTok Rolls Out ‘NewMusic’ Global Search Hub for Discovery

TikTok is launching the #NewMusic search hub as a discovery space for global artists to showcase new songs. Prior to its Friday rollout, the hashtag already had 18 million views on TikTok, which is now fashioning it as a destination for music fans seeking content from new and established artists. TikTok says NewMusic will often feature exclusive drops and let artists connect with fans. The ByteDance company has partnered with Jonas Brothers and Miguel to promote NewMusic. Jonas Brothers’ new single “Waffle House” has amassed 1.1 billion views on TikTok’s For You pages internationally.

Jonas Brothers “have fully embraced the platform,” going live to answer fans’ questions and sharing exclusive behind-the-scenes footage of the music video for the song, featured on their latest release, The Album.

R&B artist Miguel has this year enjoyed resurgent success on TikTok with a sped-up version of his 2011 hit “Sure Thing” that has resurfaced on the Billboard Hot 100 and spawned more than 4 million video creations, TikTok says in a press release. To celebrate the NewMusic hub, “Miguel has created a TikTok trailing his new track ‘Give It To Me,’” TikTok says.

“TikTok has upended how music is discovered, used and consumed these days,” TechCrunch writes, noting its massive impact makes it “a must-do for artists marketing their music” and adding that “it’s created hits and hitmakers out of thin air when tracks are used in posts that go viral.”

The outsized influence of TikTok has resulted in artists making  their videos and posts “more TikTok-like” to drive engagement.

Last year, major music labels were reportedly seeking to renegotiate for greater compensation from their TikTok royalty deals. The Information wrote last week that TikTok is testing exclusive artist deals with an eye toward paying lower royalties.

According to Gizmodo, “the company has been pursuing deals with dozens of musicians to distribute their music through ByteDance’s new service called SoundOn.”ByteDance already has the Resso music app that has been launched in Brazil, India and Indonesia, and recently added a paywall.

To search and explore, users can enter “NewMusic” in their TikTok search bar and from there click on the dedicated hub and hashtag. Alternatively, a #NewMusic app can be downloaded for free at the Apple App Store, Google Play or Amazon.

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