SiriusXM launches ‘TikTok Radio,’ a music channel featuring viral hits hosted by TikTok stars – TechCrunch

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If viral TikTok songs like Dr. Canine’s “The place’d All of the Time Go?” or Bo Burnham’s “Bezos I” weren’t already caught in your head on loop, now they could possibly be. At present SiriusXM launched a TikTok Radio channel, which options TikTok creators as channel hosts. The station is designed to sound like a “radio model of the platform’s ‘For You’ feed,” Sirius XM stated.

SiriusXM, dad or mum firm to Pandora, introduced this music channel in Might, teasing the launch with curated Pandora playlists from influencers like Bella Poarch, whose lipsync video of Millie B’s “Soph Aspin Ship [M to the B]” is the most preferred video on TikTok.

With its TikTok partnership, SiriusXM is seeking to seize a youthful viewers — on the TikTok app itself, DJ Habibeats (@djhabibeats) and DJ CONST (@erinconstantineofficial) will every go stay on TikTok every week whereas DJing on TikTok Radio. Different creator hosts on TikTok Radio — like Billy (@8illy), Cat Haley (@itscathaley), HINDZ (@hindzsight), Lamar Dawson (@dirrtykingofpop) and Taylor Cassidy (@taylorcassidyj) — will ship “The TikTok Radio Trending Ten,” a weekly countdown of songs trending on TikTok. To advertise the station throughout its first week, artists like Ed Sheeran, Lil Nas X and Normani will seem on air.

Music has such a powerful footing in TikTok tradition that it commonly influences the Billboard charts — Fleetwood Mac’s “Rumours,” initially launched in 1978, appeared within the high 10 Billboard albums once more in 2020 after it was featured in a viral TikTok. Even a Fortnite-themed parody of Estelle’s “American Boy” — initially uploaded in 2018 to YouTube — had a stunning second on TikTok. 

“We’re so excited to launch TikTok Radio on SiriusXM, which opens up artists and creators like this superb group of hosts to new audiences,” stated Ole Obermann, TikTok’s international head of Music, in an announcement. “Now SiriusXM subscribers could have a brand new street to find the newest traits in music and get a primary take heed to tomorrow’s musical superstars. The channel captures song-breaking music tradition that creates a lot pleasure and leisure on TikTok by way of video in an all-audio format.”

Although SiriusXM’s subscriber base continues to broaden — it noticed a 34% year-over-year progress from final yr to now — it nonetheless dwarfs compared to streaming giants like Spotify, which has 165 million paid customers. SiriusXM reported a complete of 34.5 million subscribers as of Q2 this yr, essentially the most it’s ever had, however even Apple Music and Amazon Music have reported practically double the subscribers. Pandora has 6.5 million paid subscribers. Over the previous few years, SiriusXM and Pandora have struck offers with corporations like SoundCloud, Simplecast and Stitcher to develop into extra aggressive in each music and podcast streaming. 

Nonetheless, different streaming corporations have additionally proven curiosity out there of Gen Z-ers on TikTok who wish to take heed to full variations of the catchy songs they hear in brief movies. Apple Music and Spotify each host curated “viral hits” playlists. However a full-time satellite tv for pc music channel is taking the pattern a step additional.

 

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