Now that TikTok is allowed to make use of Common Music artists once more, it is seeking to spotlight arguably the most important recording artist of the second with a brand new, devoted In-app expertise.
That is proper, Taylor Swift, who’s at present on her greatest world tour but, is getting a selected give attention to TikTok with a brand new “Eras Tour Expertise.”
In line with TikTok:
“[The Eras Tour Experience] will give Swifties an opportunity to win album-branded profile frames and accumulate digital friendship beads to create the last word friendship bracelet. Every week, followers can have the chance to finish new album-themed duties the place they create their very own in-app friendship bracelets to create themed-profile frames and digital beads.”
The marketing campaign will run for 11 weeks, with followers prompted to carry out varied duties within the app to win these digital items.
So what are the duties?
Effectively, based mostly on the examples proven within the picture above, primary duties embrace:
- Observe Taylor Swift
- Observe Taylor Nation
- Watch a #TSTheErasTour video
- Share the marketing campaign
- Add to Music app
- Create a put up
So there’s a mixture of direct promotions for Swift and Eras excursions, in addition to private engagement components. Which is able to then see you rewarded with digital items. And for those who play for 11 weeks, serving to to advertise the tour, you’ll win all of the prizes provided by way of the marketing campaign.
As well as, the brand new Taylor Swift in-app expertise will function video highlights from every tour cease and a playlist tied to every week’s album theme.
“To entry the #TSTheErasTourFollowers can click on on the anchor that seems alongside Taylor Swift content material on TikTok or work together with the search banners that seem when trying to find associated phrases similar to #TSTheErasTour. Followers can view their assortment of digital friendship bracelet beads and profile frames on the homepage of the in-app expertise, and achievements for finishing duties will even seem as pop-up messages.”
It is a important promotion for Swift, who’s massively common on the app. In actual fact, TikTok says content material associated to The Eras Tour has already surpassed 5 million creator movies, underscoring Swift’s mainstream enchantment.
That was an enormous concern throughout TikTok’s current stand-off with Common Music Group over utilization rights. Swift is signed to Common, and Common was looking for higher offers from TikTok for its artists, whereas TikTok sees its platform as extra useful to promotion than Common feels. After three months of not having any Common Music artists on the app, the standoff was lastly resolved in Might.
That is why TikTok is now seeking to take the eras tour because it goes all around the world.
It is a good promotion, each for TikTok and Common, and highlights the potential of TikTok for music engagement.
But, on the identical time, it additionally underlines what artists could also be lacking if TikTok is faraway from the US subsequent 12 months.
Would TikTok be value as a lot if it wasn’t accessible within the US? Will artists proceed to prioritize TikTok the identical method, or migrate to different platforms? That is one other factor of TikTok’s sell-off push.
