News from Australia - TikTok’s local operation has partnered with the Australian Radio Network’s iHeartRadio to launch a new digital radio station, initially for three months. It’ll stream online via the platform and broadcast on DAB+ in Sydney, Melbourne, Brisbane, Adelaide and Perth.
TikTok Trending on iHeartRadio, described as "your one-stop-shop for staying up to date with what's happening on TikTok", will play "all the tracks that blow up on (the app’s) 'For You' page", combining the biggest hits, emerging talent and classic tracks being rediscovered on the platform.
Four influencers are signed up as presenters and will "shine a spotlight on the stories behind the TikTok-trending music they're playing, as they interview artists and chat about their favourite songs and acts on the platform".
There’ll also be guest hosts ("popular creators, local artists and international stars") - Rita Ora is the first name to be announced.
Despite the fact its eclectic music mix is a programmer’s worst nightmare, it seems like a great way to engage younger audiences which some say radio can’t do because, apparently, it’s "dead".
If that were the case, brands wouldn’t be so eager for a slice of the cake. It’s certainly interesting - and TikTok won’t be the last brand to utilise the unique benefits of audio.
Sean Ross has been listening to it, along with SoundCloud Radio - a station from rival group Southern Cross Austereo (SCA) which is dedicated to music discovery.
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