As TikTok’s fate in the United States remains uncertain, the tech giant has quietly started testing a new “TikTok for Artists” insights platform that is designed to help artists build their careers, the company confirmed to TechCrunch. The platform will provide artists with tools to promote their songs, understand performance metrics, and engage with fans.
The platform is currently being tested in Australia, New Zealand, Japan, Korea, and Indonesia. TikTok plans to bring the platform to additional markets in the future alongside a wider rollout.
The launch of the platform was first reported by Music Ally.
According to the TikTok for Artists website, artists will be able to use the platform to create campaigns for their upcoming releases and promote them on the social network. They can launch engagement and monetization campaigns, such as album campaigns to drive pre-saves on Spotify and Apple Music or exclusive merch drops.
They will also get access to performance data to see how well their posts and songs are doing. Artists will also be able to learn more about their fans, such as which countries most of their listeners are from.
In addition, artists can highlight fan videos and build their community through the platform. Selected fan videos will be displayed in a “Music Tab Fan Spotlight” section of an artist’s profile.
TikTok plans to share more about the platform in the coming weeks.
The platform plays a big part in driving music trends and viral songs, so it makes sense for the company to introduce a dedicated space to help artists better promote their content and drive fan engagement. The platform could also help artists expand their reach and grow their audience.
It’s worth noting that the launch comes months after ByteDance decided to shut down TikTok Music, a music-streaming service that was being tested in a handful of countries. At the time, the company said it decided to retire the service in order to “focus on our goal of furthering TikTok’s role in driving even greater music listening and value on music streaming services.”
