MASTERCLASSING

TikTok shines a light on unsigned artists

Gabby Fernie

TikTok is rolling out its first-ever outdoor advertising campaign, dedicated to the music industry. 

Throughout August, the platform will be shining a light on unsigned talent. Billboards and fly posters will run across London, Birmingham, Brighton, Bristol, Glasgow, Sheffield, Leeds, Liverpool, and Manchester, featuring QR codes which, when scanned, will take people to a special showcase of talented unsigned artists on TikTok.

The billboards and posters will be located near iconic music venues like Brixton Academy (London) & O2 Apollo (Manchester), helping music fans get first sight of the next generation of musical talent.

To reflect the eclectic and diverse artists that have gone viral on TikTok to date, the campaign features a range of musical genres - from Pop to Indie Alt, Rap and Garage.

"Music is a central part of TikTok and every day our global community are discovering new sounds and genres, and helping artists build fanbases and achieve success," said Head of Music Operations UK at TikTok, Paul Hourican. "TikTok is a platform that's made for discovery, which makes it easy for people to hear artists for the first time. Our community are constantly championing new artists and we've seen some incredible examples of that in the past year - from Liv Harland and Emelie Hallett busking from their home towns and the global community on TikTok to Nathan Evans and A1 x J1 going from bedroom to billboard. TikTok is a platform that's made for discovery, and this campaign is all about giving even more unsigned artists a voice and audience, both on and off TikTok."