iHeartMedia has announced it is partnering with TikTok to bring TikTok creators into iHeart’s ecosystem.
The partnership will see the launch of a TikTok Podcast Network, which will feature up to 25 new podcasts hosted by TikTok creators, as well as a national broadcast and digital “Tik Tok Radio” channel, and a series of live event integrations.
The Tik Tok Podcast Network is described as “up to 25 newly created and curated TikTok creator podcasts will bring audiences even closer to their favorite voices. To support this partnership, iHeartMedia is introducing new co-branded, state-of-the-art podcast studios in Los Angeles, New York and Atlanta. These studios will feature advanced audio and video infrastructure for both podcasting and video production – helping a roster of creators build a stronger bridge between their video and audio content. The podcasts will be widely distributed by iHeartPodcasts, and available on the iHeartRadio app, as well as everywhere podcasts are heard. Listeners will also be able to consume the best highlights and clips on TikTok.”
TikTok Radio will be “a fast-paced, engaging format pairing TikTok creators with experienced iHeartRadio personalities — TikTok Radio will be available across broadcast radio stations nationwide and digitally on iHeartRadio. It’s a station where listeners will feel like they are scrolling on TikTok, but with their ears. Built on the music architecture of marquee iHeart stations like KIIS FM in Los Angeles and Z100 in New York, TikTok Radio will feature not only TikTok’s hottest new songs, but also trend-driven storytelling and emotional context behind the music, including segments like “Behind-the-Charts,” “New Music Fridays,” and “On The Verge.”
The platforms will also “join forces to unlock unparalleled access for creators at iHeart’s signature events, empowering brands to activate with a dynamic network of content creators on the biggest stages like the iHeartRadio Music Festival and iHeartRadio Jingle Ball.”
The companies will also offer mass-reach marketing for these shows across both platforms, using their sales teams domestically and internationally “to drive meaningful sponsorships and a new line of business overall for these creators and their shows”.
iHeartMedia President/COO/CFO Rich Bressler said, “This partnership connects TikTok’s cultural energy and creator community with the unmatched scale and reach of iHeartMedia. We’re giving creators access to the biggest audio platforms in America — creating new ways to tell stories, entertain, and build deeper connections with fans. Together, we’re combining our vast networks to deliver relevant content on a massive scale. It’s a win for creators, fans, and brands alike.”
TikTok Global Head of Media and Licensing Partnerships Dan Page commented, “At TikTok, empowering creativity and connecting communities are at the heart of everything we do. This partnership with iHeartMedia opens up exciting new opportunities for creators and brands to reach wider audiences, collaborate across platforms and extend their creativity beyond the TikTok platform. Together, we’re amplifying the connection between artists, creators and our community through the shared power of cross platform storytelling.”
We are seeking confirmation as to whether this “TikTok Radio” is in addition to or in-place of TikTok’s existing “TikTok Radio” (channel 4) on SiriusXM.
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