Although it started as a video sharing app, TikTok It has become an effective (and totally unpredictable) tool for musicians and record companies looking to shine a light on a new single. Now the app is testing music industry skills with the launch of “Elevate,” a new emerging artist platform that will make the most of the app’s built-in music discovery tools to support new talent.
The initiative starts today with musicians: Chinchilla, Sam Barber, Omar Courtz, Isabel La Rosa, kaliiiand Lu Kala. TikTok will provide selected creators with resources, including early access to new features, and additional support from TikTok’s official social accounts. “Elevate’s” opening schedule will continue until October.
“Elevate speaks to the heart of TikTok and our commitment to honor and empower the diverse talent on the platform,” said Rachel Dunham, leader of North American artist partnerships at TikTok. “As the address of music discovery, we are thrilled to provide meaningful support inside and outside of TikTok to help artists find long-term success in the music industry.”
Through “Elevate”, artists will also be able to share updates on new content and upcoming music, as well as keep fans up-to-date on the development of their music careers on TikTok and via our @musicontiktok social accounts. Audiences can also expect to see artists from around the world perform in their hometowns, including Canada, Georgia, Maryland, Missouri, Puerto Rico and the United Kingdom.
Each member of the first “Elevate” class provided information about their involvement, see notes below:
“After releasing ‘Little Girl Gone’ completely independently, it’s rewarding to have support from a huge platform like TikTok. I want my music to reach more people and this feels like a great opportunity to do that. TikTok can change the game and have a huge marketing budget behind you. “My life has changed drastically in just a few weeks because of the exposure TikTok has given me. I am forever grateful.”
Sam Barber (@sambarber_music)
“I am surprised every time I wake up these days. I am so grateful for everything that happened. It really means the world to me. TikTok has seriously changed my life. This is where I got my first critiques of what people think, the critiques needed to make me a better artist. Thank you for the platform.”
Omar Courtez (@omarcourtz)
“My music connects with so many fans on TikTok and now I can share a special performance for them which means the world to me. Creating content on TikTok has allowed me to connect with my fans on a more personal level. I can express myself and be who I am when I share my music with them. . ”
Isabel LaRosa (@official_isabellarosa)
“I am incredibly grateful to have been considered for the Elevate program! My favorite thing to do is to create visuals for my music, so really doing this for a TikTok program is full circle for me. It gave my music the opportunity to be exposed to new listeners around the world and personally gave me the ability to express myself.
“This opportunity with Elevate means a lot to me! TikTok really helps bring various artists to life, including myself, and I’m so grateful that I can have fun, discover new talent, and share my music because I think it will resonate with so many people.”
Lu Kala (@igobylu)
“Being a part of the Elevate program means the world to me! TikTok has helped me a lot in my career. Creating content on TikTok has had a huge impact on my life, and I’m so happy to have a platform where I can connect with my fans on a personal level.”