TikTok is doubling down on its reputation as the world’s top music discovery platform with a new global campaign: “See Where Music Takes You.”
The campaign features music from viral sensation Ravyn Lenae and is designed to showcase how TikTok helps fans uncover new favorites while connecting through shared sound.
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As TikTok explains:
“As well as being a platform which helps fans discover their new favorite artists and tracks, TikTok invites users to shape music trends in real time – reviving classics, launching breakout artists, and creating viral moments that resonate globally. The campaign celebrates TikTok’s transformative power to turn everyday listeners into active participants in music culture, amplified by features like ‘Add to Music App’, which helps you save music you discover on TikTok to your favorite music streaming service, making discovery feel personal, intuitive, and endlessly shareable.”
@tiktok Experience every side of the music you love on TikTok.
The numbers back it up. A recent report found that 84% of the songs that reached the Billboard Top 200 in 2024 went viral on TikTok first. U.S. TikTok users are also 74% more likely than the average short-form video user to discover and share new music on social platforms.
With this campaign, TikTok isn’t just reminding the industry of its impact on the charts, it’s positioning itself as the cultural engine of music discovery, where trends are made, remixed, and shared at lightning speed.