TikTok debuts music promotion feature for streaming giants

The tool lets users of digital streaming platforms (DSPs) share their favourite music, podcasts, and audiobooks directly to TikTok from the DSPs’ share menus.

Users can choose to share content either by posting to the TikTok Feed (including FYP and Stories) through the Green Screen feature or Photo Mode, or by sending tracks, albums, and playlists to friends via TikTok Messages, where recipients can open the content directly in the DSP it was shared from.

Shared content on TikTok includes a link back to its original source on the DSP, enhancing discovery and engagement on those streaming platforms. Share to TikTok is the latest in TikTok’s partnerships with music streaming services, following the recent Add to Music App feature, which lets users save tracks discovered on TikTok to their chosen DSP.

“Today’s launch of Share to TikTok is the latest example of our ongoing commitment to support music discovery and artist promotion in partnership with music streaming services,” the app’s global head of music business development Ole Obermann said.

“Since its launch, Add To Music App has already been responsible for hundreds of millions of track saves and billions of streams on our partner music streaming services. Share to TikTok takes the user experience full circle, and will be an amazing way of promoting artists and tracks to the TikTok community.”

TikTok global product partnerships lead Lindsey Kelt Zikry added: “We already know that creative expression is a core tenet of the TikTok user and creator experience, a tenet that is also strongly valued by our DSP partners. Our Share To TikTok integration enables seamless sharing of content from music streaming services to TikTok, unlocking a limitless new method of creative expression for users and creators alike, along with an ability for artists, authors, and podcasters to seamlessly connect with their audiences on TikTok.” 

Last month, TikTok signed a direct licensing deal with UnitedMasters, followed soon after by a similar agreement with Ditto Music, which represents over a million artists. Ditto’s CEO confirmed the deal includes access to TikTok’s main platform, CapCut, and Commercial Music Library, offering expanded opportunities for artists.