TikTok ventures into the music business to discover the next music stars with a new programme called ‘Elevate’. The programme seeks to help musicians create a lifelong career in the music business. The social media platform also signed a new licensing deal with Warner Music Group to corner the market.
The new initiative will focus on “signed and unsigned talent, to build a roster of artists that span across the globe and many genres of music.”
“We know TikTok fans are the spirit that helps enable artists to break through in the music world, and that the platform is the best place for artists to engage with fans on a global scale,” the company wrote in a blog post. “That’s why, as a part of Elevate, we’re bringing unique artist experiences to fans including exclusive performances at significant locations in their hometown that inspired their music. Through Elevate, the artists will share new content and updates on upcoming music releases, plus an intimate look at the evolution of their music careers on TikTok and through our @musicontiktok social handles.”
TikTok is bullish about what they seek to achieve, they want to monetise the value chain and make more money.
“As part of the deal, Warner Music Group and TikTok will find new ways to harness TikTok’s revenue generation and promotional capabilities, as well as a wealth of insights. In addition, artists and songwriters will have access to new ways of working with TikTok’s vibrant brand partners, as well as to new fandom development and monetization features, like merchandise, ticketing and digital goods and services, among other opportunities,” TikTok said in a blog post. “Further, the deal will see the joint development of additional and alternative economic models.”
The question is where are the musicians in this puzzle, unfortunately they’re nowhere and these platforms are using them to make more money, simple and straightforward. That’s what you get when you lack innovation and skill set, sad.
