TikTok has revolutionized music discovery, use, and consumption, and its long-term commercial effort is getting a boost. Today, the ByteDance-owned app launched “NewMusic,” a search feature for discovering new music and promoting it. Enter “NewMusic” in the search field and click on the hub and hashtag to see new music.
To clarify, TikTok has launched a new music search and discovery experience with endorsements from popular singers like the Jonas Brothers and Miguel.
It’s not creating this. TikTok claims NewMusic has 18 billion views before today’s launch. My TikTok app has shown 19.1 billion views since its launch. TikTok began as Musical.ly, a lip-syncing software for teens and younger users.
After ByteDance acquired Musical.ly for $1 billion, it merged into TikTok and took off with a ridiculously successful recommendation algorithm, a sticky user interface, and a flood of user-generated content. However, music has driven the app.
Despite TikTok’s massive impact on the music industry—not only is it a must-do for artists marketing their music, but it’s created hits and hitmakers out of thin air when tracks are used in viral posts, and it’s even pushed other streaming giants to rethink their interfaces to boost appeal and engagement completely—it’s ironic that the company has somewhat danced around its place in the music industry.
In November, Bloomberg reported that all the big labels wanted to renegotiate their TikTok deals for greater payments.
Resso, ByteDance’s music app, has only launched in India, Indonesia, and Brazil and recently added a paywall to track usage.
Last year’s WSJ reported that ByteDance wants to grow. However, advancements on that front may be slow with so many uncertainties hanging over the app and parent business and how it’s used or shut down in areas like the U.S. over security issues. Other controversies will persist. If labels and artists feel their IP was stolen, AI-based music may be problematic.
However, ByteDance has long been interested in how AI could affect music. A few years ago, iSo it was smart to acquire Jukedeck, an early generative AI music player.
The parent and app company clearly sees significant marketing and other opportunities in how music is discovered and consumed today. As a result, it constructed and distributed the standalone SoundOn distribution service in numerous markets, including the U.S.
Search is the killer app in a world of information overload: You win the internet by helping people locate music in the noise. TikTok and parent ByteDance realize that with their revolutionary search and discovery methodology.
“We are thrilled to launch the #NewMusic Hub, a global discovery platform that celebrates and champions artists of all genres, from up-and-coming talent to international superstars,” said Paul Hourican, global head of Music Operations at TikTok.
“TikTok is already a destination for artists who want to preview their new works and for music fans looking to discover new music, and this new feature will give artists a new way to connect with our global community. It offers an exciting chance to encourage creative innovation, generate connections, and foster a diversified musical landscape that welcomes the unique abilities and interests of artists and fans worldwide.”
We asked TikTok about the NewMusic search feature’s sponsorship, how it will work with buying tracks on-site or through third parties, and how one gets to the top of the search pile. We’ll keep you posted.
