Following a short interval earlier this yr when Taylor Swift’s music was unavailable on TikTok as a result of a licensing disagreement between the platform and Common Music Group (UMG), the musician and TikTok have introduced an enlargement of Swift’s in-app expertise.
The newest collaboration celebrates Swift’s record-breaking The Eras Tour. The #TSTheErasTour is the primary, and longest-runnning, interactive in-app artist expertise on TikTok up to now, the corporate mentioned Thursday (June 20).
It follows the launch in April of an in-app expertise for Taylor Swift’s new album, The Tortured Poets Division (TTPD), providing “first-of-its-kind options” the place Swifties can “dive into the album with playlists to create with” in addition to challenges to unlock unique art work for his or her profile.
The TTPD expertise on TikTok has seen greater than 3.2 million creator movies utilizing the #thetorturedpoetsdepartment hashtag. TikTok famous that hashtags associated to the artist proceed to see excessive engagement on TikTok. The #SwiftTok hashtag has grown to over 2.6 million video creations, whereas #TaylorsVersion has been used on greater than 2.1 million movies.
The brand new replace coincides with Taylor Swift’s The Eras Tour and provides followers an opportunity to win album-branded profile frames and acquire digital friendship beads by finishing themed duties. Followers who take part in all 11 weeks of duties will likely be rewarded with a particular Swiftie profile body.
“TikTok continues to assist artists in any respect factors of their journey and serves because the premier platform for artists to advertise their music and interact with world followers on and off tour.”
TikTok
Along with the interactive options, the in-app expertise provides video highlights from every tour cease and a playlist tied to the album theme of the week.
“TikTok continues to assist artists in any respect factors of their journey and serves because the premier platform for artists to advertise their music and interact with world followers on and off tour. By connecting Swifties throughout the globe by way of #TSTheErasTour, TikTok is ready to assist and deepen the connection between artists and followers,” TikTok mentioned.
Followers can entry the #TSTheErasTour expertise by clicking the anchor that seems alongside Taylor Swift content material on TikTok or by looking associated phrases. The in-app expertise permits customers to view their collected beads and profile frames, and pop-up messages will have fun activity completions.
For the reason that tour’s kickoff in March 2023, hashtags associated to Taylor Swift | The Eras Tour have generated over 5 million creator movies. Numerous followers have additionally used TikTok to have fun the tour, the corporate mentioned.
TikTok’s partnerships with Taylor Swift come after a interval earlier this yr when her music, together with many different artists, was unavailable on TikTok. The absence adopted the expiration of a licensing settlement between TikTok and Common Music Group (UMG), which represents Swift.
Negotiations initially broke down, resulting in the removing of UMG’s music from TikTok. UMG argued that TikTok was not pretty compensating artists for music use and raised considerations concerning the impression of AI and on-line security.
Ultimately, a deal was reached between UMG and TikTok, which incorporates “improved remuneration for UMG’s songwriters and artists, new promotional and engagement alternatives for his or her recordings and songs and industry-leading protections with respect to generative AI.”
Nevertheless, even earlier than the dispute was resolved. Swift’s music reappeared on TikTok forward of the launch of her new album in April. Swift has each recording and publishing agreements with UMG. Its Republic Information is Swift’s label within the US, and Swift signed a deal with Common Music Publishing Group in 2020.
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