TikTok launches global #ElectronicMusic hub, expands support for DJs & producers
Introduced in conjunction with ADE, the platform also reports a 70% year-on-year growth in electronic music content
TikTok has announced the global launch of its #ElectronicMusic hub, aimed at boosting visibility and opportunities for electronic music artists, DJs, and producers.
Originally launched in the UK in 2022, the hub has quickly become a vital space for electronic music discovery, and its global rollout coincided with this year’s Amsterdam Dance Event (ADE) which took place last weekend.
The platform’s data shows a significant rise in electronic music engagement, with a 70% increase in video creations globally, and notable growth in genres like drum’n’bass (50%), techno (63%), and trance (73%).
"Electronic music has made its spiritual home on TikTok. It’s the perfect place for artists to showcase their creativity through both music and visuals, and fans are sharing their love for the genre by remixing sounds, driving trends, and posting clips from their favourite live sets, which are then watched and shared in their millions by the global TikTok community,” says Ole Obermann, Global Head of Music Business Development at TikTok.
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He adds, “This year TikTok was home to 3,5 billion views of Tomorrowland, 40 million posts by fans paying homage to the scarves of Keinemusik, and over 100 million views of breakout stars ANOTR taking fans on a musical journey of their trip.”
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TikTok also mentions a number of key artists that have thrived on the platform, such as Dimitri Vegas, Chase & Status, Adam Port, Amelie Lens, Deborah De Luca, Shygirl, and Charli xcx who have gained massive followings and used TikTok to drive trends and build deeper connections with fans.
Dimitri Vegas, who has a TikTok following of 2,3 million, has been chosen to be the face of TikTok’s #ElectronicMusic campaign across Europe.
The #ElectronicMusic hub will now be available in multiple countries, including the UK, Ireland, Netherlands, Sweden, France, Germany, Spain, Italy, Belgium, USA and Australia.
Browse the hub here.
[Image by antonbe via Pixabay]
Amira Waworuntu is Mixmag Asia’s Managing Editor, follow her on Instagram.
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