TikTok Introduces Artist Accounts to ‘Boost Discoverability’ on the Platform

TikTok Artist accounts
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TikTok Artist accounts
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Photo Credit: TikTok

To amplify music discovery on TikTok, the platform launches Artist Accounts with a wealth of features and promotional tools.

TikTok has announced the Artist Account suite of features on the platform, aiming to “boost discoverability” and unlock more potential for interaction between artist and fan. Now available to all artists or musicians who have released music, the Artist Account serves as the shop window for fans to learn more about an artist and their creative process.

“With the introduction of the Artist Account, we are proud to further empower artists by providing them with the tools they need to reach new heights on TikTok,” said Paul Hourican, Global Head of Music Partnerships & Programming at TikTok. “Alongside new features like Add To Music App, we’re seeing how these features can deepen engagement whilst creating unique opportunities for fans to connect with their favorite artists in meaningful ways, driving music discovery on the platform.”

Once artists activate their TikTok Artist Account, they gain access to a suite of resources, including:

  • An ‘Artist’ tag beneath your account name
  • New Releases, able to be highlighted for fans up to 14 days before release and for 30 days thereafter
  • A curated Music Tab enabling fans to easily access and discover your music, with a ‘By Artist’ feature to enhance visibility by allowing an artist to pin a preferred post
  • Behind the Song, where artists can share stories and inspirations behind their songs to foster a deeper connection with fans

“Behind the Song has really helped me connect with core fans, and it helps people that maybe don’t know me as well understand my songs better too,” shares Cat Burns.

“My songwriting is often inspired by things I’ve been through, and I often post bits of my writing as and when I’m inspired. Behind the Song helps me tie everything together and make clear what I was thinking and feeling at the time I wrote it.”

“The new artist features have helped me to connect to fans in different ways,” Burns continues. “I find that each of my songs connect with people differently on TikTok, so being able to highlight new releases makes it easier for me to introduce my newer songs to people who have followed me over the years, or who have followed me after hearing a particular song.”

Cat Burns and artists like her, including Fred again.. and RAYE, who engage with their fans on TikTok far more than other social networks, have enjoyed the Artist Account features since their development and are proud to share their successes utilizing them.

The release is the latest in TikTok’s greater move to bolster its reach into music and other sectors, as legal restrictions loom in the United States and other countries across the globe.