TikTok Launches #NewMusic Discovery Hub
Super-App TikTok has launched a new initiative called #NewMusic, which is said to be a discovery hub for new songs. However, right off rip, using huge male acts of The Jonas Brothers and Miguel to promote it seems a little too… Mainstream for something that’s supposed to bring you to NEW songs. But I digress, let’s dig in!
TikTok’s Newsroom shares the following:
“Music is at the heart of the TikTok experience. It’s a place where fans can discover new music, artists can connect with fans, and music lovers can build a community.
Introducing #NewMusic on TikTok
Today, we are announcing the launch of our #NewMusic Search Hub, a dedicated space for artists around the world to showcase their new songs and for fans to discover their next favorite track. The #NewMusic hub will act as a destination for new music, highlighting new releases and making it easier for fans to discover the latest tracks from both new and established artists. The #NewMusic hub allows fans to discover the best new music, often before it’s heard elsewhere, while providing a platform for emerging and established artists to grow their fanbases and connect with their audience. Search “New Music” on TikTok and give it a try yourself!
TikTok touts itself as a music discovery platform with this release, and notes that the #NewMusic hashtag has already amassed over 18 billion views on the platform (but we’d guess probably previously before the launch).
The Music Industry has famously made it a requirement for many artists to release their songs early on TikTok to generate a viral moment (see Halsey and Florence The Machine’s response to these methods).
Still, songs like Sam Smith & Kim Petras’s #1 Billboard smash “Unholy” is a prime example of how buzz for a song can build long before the release (even though the full song when dropped was viewed as “lackluster” by many) and drive it to the top of the charts just from curiosity and demand alone. That song was EVERYWHERE.
TikTok also says “Our global community also love to use a range of genre hashtags to discover new music and connect with their favorite artists across different genres. TikTok launched an evergreen hashtag genre series to celebrate and spotlight this diverse music, including #Rap (149.6bn views), #ElectronicMusic (5.9bn views), #LatinMusic (1.2bn views), and #AltMusic (667.8m views). These hashtags have been a springboard for several emerging artists rising up in the music industry, such as GAYLE, d4vd, Noah Kahan, Katherine Li.”
Of course, The Jonas Brothers were hype to be part of this TikTok initiative, saying “It has been so cool to see people around the world making content with our music. TikTok is allowing us to connect with our fans and reach new ones in an exciting way.”
Paul Hourican, Global Head of Music Operations at TikTok, added the following:
“We are thrilled to launch the #NewMusic Hub, a global discovery platform that celebrates and champions artists of all genres, from up-and-coming talent to international superstars. TikTok is already a destination for artists who want to preview their newest works, and for music fans looking to discover new music, and this new feature will give artists a new way to connect with our global community. It presents an exciting opportunity to inspire artist creativity, spark connections, and foster a diverse musical landscape that embraces the unique talents and passions of artists and fans worldwide.”