TikTok is launching a new program designed to identify the next wave of rising artists in the music industry, the company announced on Tuesday. The new program, called Elevate, is meant to help musicians create lifelong careers in the music industry, more than just one-hit wonders.
The company did not elaborate on how it selects its artist pool for the program, but noted that it looks to “signed and unsigned talent, to build a worldwide roster of artists and many musical genres.”
Through Elevate, TikTok works with rising artists to provide them with resources both on the app and in the real world, including early access to new features, content amplification, and support from TikTok’s official social handles.
The program will feature exclusive performances by each artist in their hometowns at locations that inspire their music. TikTok notified Zero2Billions via email that the concert will be intimate for friends, fans and family, but will be filmed as part of a series of original content available on TikTok so fans around the world can watch the show.
“We know TikTok fans are the passion that helps artists break through in the music scene, and that the platform is the best place for artists to engage with fans on a global scale,” the company wrote in a blog post. “That’s why, as part of Elevate, we bring fans unique artist experiences including exclusive performances at key locations in their hometowns that inspire their music. Through Elevate, artists will share new content and updates on upcoming music releases, plus an in-depth look at the evolution of their music careers on TikTok and through us. @musicontiktok social grip.”
The inaugural class of this program includes CHINCHILLA, Sam the barber, Omar Courtz, Isabel La Rosa, Time And Lu Kala. The artist will perform worldwide in their hometown, including locations in Canada, Georgia, Maryland, Missouri, Puerto Rico and England.
Elevate kicks off today with its inaugural program running through October. TikTok plans to release more details about its upcoming Elevate cohort in the coming months.
TikTok is a popular tool for discovering and promoting music, and can often lead to songs becoming increasingly popular after being used in viral videos and trends. Given the app’s impact on the music industry, it makes sense for the company to start promoting rising talent on its platform in both its app and the real world, especially since it looks set to take on the music industry in more than one way.
Earlier this month, the company launched a new subscription-only music streaming service called “TikTok Music” in Brazil and Indonesia. TikTok Music allows users to sync the service to their existing TikTok account and listen, download and share songs. The service includes a catalog of major record companies, including Universal Music Group, Warner Music Group, and Sony Music. TikTok has dominated the short video and social media markets, and is now looking to compete with Spotify and Apple Music with its music streaming services.