Livestreams of the Tomorrowland digital music competition on TikTok drew greater than 74 million distinctive viewers throughout two weekends, setting a brand new report for livestreaming viewership on the platform.
The most recent determine marks a 362.5% bounce from the 16 million viewers who watched the identical competition on TikTok in 2023, in line with TikTok information.
Throughout the competition’s two-week run final month, content material tagged with #Tomorrowland collected 2.4 billion views, whereas the competition’s official TikTok account added 1.9 million new followers, taking its whole to 9.2 million.
ByteDance-owned TikTok operated a 24-hour livestream from a number of levels on the Belgian competition, together with the MainStage, Freedom Stage and OneWorldRadio.
The platform additionally hosted DJs and producers at a Content material Studio on the venue. Artists who participated in TikTok’s Tomorrowland livestream gained a mixed 3 million followers and generated 580 million video views, TikTok stated.
The surge comes as digital music is among the many hottest genres on TikTok. Content material tagged with #electronicmusic has now reached 36 billion views on the platform. TikTok is Tomorrowland’s year-long Official Content material Companion.
Michael Kümmerle, World Head of Music Partnership Growth at TikTok, stated: “Digital music is without doubt one of the greatest genres on TikTok, and Tomorrowland is a really distinctive expertise that showcases digital music in all its glory. Due to the resilience and exhausting work of the whole Tomorrowland staff, this 12 months’s competition rose from the ashes to create unforgettable moments that shall be remembered perpetually.
“This holistic world partnership has taken Tomorrowland on TikTok to a brand new stage, making it one of many strongest music accounts on the platform.”
Michael Kümmerle, TikTok
“This holistic world partnership has taken Tomorrowland on TikTok to a brand new stage, making it one of many strongest music accounts on the platform, and creating unimaginable affect, engagement and worth – each on- and off-platform – for the artists taking part in and supporting this superb marketing campaign. We stay up for creating many extra unimaginable experiences with Tomorrowland as their official content material associate.”
Essentially the most-viewed artists in the course of the livestreams included Charlotte de Witte, who carried out twice on the MainStage in a single day, and Martin Garrix, who headlined each weekends’ closing units. Alan Walker — who created his observe, Heartbreak Melody, throughout a songwriting camp hosted by Tomorrowland and TikTok’s distribution and promotion service SoundOn — was additionally among the many most-watched artists on TikTok livestreams.
As MBW reported in January, Walker tapped TikTok-owned SoundOn to launch his extremely fifth studio album Walkerworld 2.0, and partnered with TikTok for an unique in-app expertise and a livestream efficiency.
In the meantime, Walker’s Heartbreak Melody collected 4 million streams inside two weeks of launch and have become the most-saved observe by way of TikTok’s ‘Add to Music App’ function amongst competition performers at Tomorrowland. One other observe, Identical Factor by Ely Oaks and LAVINIA, reached 1 million streams in its first week.
“It was nice to mix a number of the highest SoundOn artists, DJs and producers with some superb, contemporary expertise that we have been working with for the primary time.”
Nichal Sethi, SoundOn
The songs have been created throughout SoundOn and Tomorrowland Music’s songwriting camp held in Brussels in July. The camp paired songwriters and producers with “a number of the world’s greatest artists and DJs” to create new and authentic tracks particularly written for the competition.
TikTok hinted that extra songs from the songwriter camp will drop within the coming weeks, together with one from Pegassi, which is slated to be launched on August 15.
Nichal Sethi, Head of SoundOn EMEA, stated: “At SoundOn we like to carry inventive concepts to life in partnership with artists and the business, which is why we have been so excited to work with Tomorrowland Music to make the songwriter camp a actuality. It was nice to mix a number of the highest SoundOn artists, DJs and producers with some superb, contemporary expertise that we have been working with for the primary time. Listening to the tracks performed from the MainStage for the primary time was unimaginable and they’re already breaking data each on and off the platform.”
The livestreaming success comes as TikTok continues to broaden its livestreaming providing. Over per week in the past, TikTok introduced a partnership with iHeartRadio on a reside streaming singing competitors. The Subsequent up: Reside Music competitors guarantees to present unsigned artists a platform to achieve extra audiences.
Over a month in the past, TikTok rolled out a brand new function referred to as LIVE Fan Membership because the platform disclosed that 130 million creators worldwide now broadcast LIVE content material every day on the platform.
These companies come amid the booming creator financial system. The worldwide reside streaming market reached $38.87 billion in 2022 and is predicted to hit round $256.56 billion by 2032, in line with information from Customized Market Insights.
Past common creators, TikTok has additionally hosted livestream occasions for artists. In February 2021, Justin Bieber carried out a LIVE live performance on TikTok, which marked the primary ever single-artist, full-length live performance efficiency to air LIVE on the platform.
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