Boomplay announces partnership with TikTok

Boomplay currently boasts over 90 million monthly active users (MAUs), with a catalogue of more than 100 million songs from around the world. TikTok, owned by China’s ByteDance, has over 1.06 billion MAUs.

As part of the agreement, Boomplay will now host a playlist of TikTok trending sounds, while TikTok will have Boomplay’s top songs as part of its discovery and sound pages. Both companies say they anticipate a successful outcome with this collaboration as they amplify trending sounds to users, adding that the partnership will allow creators and content owners to interact directly with their target audience in a more creative, fun and meaningful way that focuses on African music.

The playlists, tagged TikTokPicks and BoomplayPicks, will feature songs that made it into the top trending songs on both platforms each week, with TikTok’s list focusing on user-created content and songs that garnered the most engagement.

“Boomplay and TikTok are bringing the worlds of music and creativity of artists and creators together on the two platforms to build connections among fans, and give artists expanded reach,” a statement reads. “The new partnership will see custom-curated playlists being shared and amplified on both platforms, taking the African rhythm, dance and storytelling to an even greater audience.

According to Boomplay public relations manager Paul Azumah-Ayitey, the DSP is committed to expanding its collaborations with global brands in order to provide artists with creative and innovative avenues to reach their desired audience, allowing for additional opportunities for content promotion. He also expressed enthusiasm about the partnership with TikTok, recognising it as one of the largest and rapidly growing platforms in the entertainment technology industry and highlighting the platform’s creation properties that align perfectly with the music community.

“TikTok is hugely popular across sub-Saharan Africa with a thriving community using our platform to share their love of music, sport, comedy, trends, fashion and the diverse culture that makes the region so unique,” TikTok’s head of content programming for sub-Saharan Africa, Boniswa Sidwaba, said. “With this partnership with Boomplay, we look to encourage our creative community to continue to use African music as the soundtrack for great content development while celebrating and taking African musicians to the world.”