The radio and audio company iHeart Media and the social network TikTok have signed a multi-platform collaboration agreement in the US market that will integrate the platform’s creators into the iHeart ecosystem. The alliance includes the launch of a podcast network, a radio station and the participation of creators in live events.
The companies define the initiative as pioneering, but it is understood as a natural evolution of TikTok content, on whose platform videos related to podcasts and video podcasts abound. As the social network points out, the agreement will mean that TikTok creators will contribute their voices and perspectives to long-form audio and video content and expand their reach, visibility and connection with followers.
A podcast network will be created that will include 25 original titles
The collaboration between iHeart Media and TikTok will take the form of three main initiatives. On the one hand, the creation of the TikTok Podcast Network, that is, a podcast network that will have 25 newly created and selected podcasts to bring the public even closer to their favorite creators.
To produce them, iHeartMedia will launch new state-of-the-art podcast studios in Los Angeles, New York and Atlanta. They will have advanced audio and video infrastructure for the production of podcasts and video podcasts. The resulting content will be distributed through the iHeartPodcasts platform, the iHeartRadio application, and other audio services. You can also enjoy the best moments and clips on TikTok.
On the other hand, TikTok Radio will be launched, a radio station where, as both companies point out, “listeners will feel like they’re browsing TikTok, but with their ears“TikTok Radio will pair TikTok creators with iHeartRadio professionals and will primarily offer programming around the most popular music on the social network. However, it will also provide insight into trends and the emotional context behind the music, including segments such as “Behind the Charts”, “New Music Fridays” and “On the Brink of Breaking”.
Additionally, the collaboration will also include access for TikTok content creators to featured iHeart events, allowing brands to interact with creators at events such as the iHeartRadio Music Festival and the iHeartRadio Jingle Ball.
From TikTok they point out that the agreement is part of their desire to promote creativity and connect communities through storytelling. “This partnership with iHeartMedia opens up exciting new opportunities for creators and brands to reach broader audiences, collaborate across platforms, and expand their creativity beyond TikTok.“; said Dan Page, Global Director of Media Partnerships and Licensing at TikTok, in a statement.
For its part, iHeart Media points out that the agreement connects the cultural energy and community of TikTok with the scale and scope of its ecosystem. “We’re giving creators access to America’s biggest audio platforms, creating new ways to tell stories, entertain, and strengthen their connection with their fans.“said Rich Bressler, President, COO and CFO of iHeartMedia.
TikTok and iHeart have collaborated before. In the summer of this year they jointly promoted “Next Up: Live Music”, a singing competition that was broadcast exclusively on TikTok Live and that gave visibility to emerging artists.
