TikTok has unveiled “See Where Music Takes You,” its first large-scale campaign dedicated to the music experience on the platform. The campaign positions TikTok as a popular destination for music discovery and cultural connection, highlighting how users actively shape music trends and participate in music culture.

The initiative features Ravyn Lenae’s hit “Love Me Not,” which went viral on TikTok before propelling her into global charts. 

Zuber Mohammed, Global Head of Consumer Marketing at TikTok, stated: “TikTok is where music comes alive, where trends are born, and where artists and their fans connect directly with each other in truly authentic ways.”

Design agency AKQA led the campaign concept, tagline development, and supporting assets, including a hero film directed by Nabil Elderkin. The campaign is now available across TikTok, Instagram, Facebook, and YouTube.

Impact on Music Discovery

Coinciding with the campaign, TikTok has launched “TikTok for Artists,” an analytics platform that helps musicians track performance and build careers on the platform. The platform also introduced a “Pre-Release” tool, allowing musicians to promote upcoming albums, enabling fans to pre-save releases to their streaming libraries.

TikTok’s influence on music discovery continues to grow. According to Luminate research, 84% of songs entering the Billboard Global 200 in 2024 achieved viral status on TikTok before charting. TikTok users spend 48% more time streaming music than average U.S. listeners and are 68% more likely to subscribe to paid streaming services.

On the other hand, a 2024 Precise TV and Giraffe Insights report showed that YouTube is the leading platform for music consumption among American teenagers, with 79% of teens reporting that they listen to music on video-sharing sites.

TikTok recently added YouTube Music to its “Add to Music App” feature, which has generated over one billion track saves since its launch in 2024. The integration enables users to save songs discovered on TikTok directly to YouTube Music playlists, building on previous connections with SoundCloud and Deezer.

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