What would happen if TikTok video creators could be paired with a big media company’s radio broadcast and digital platforms?
We’ll find out because iHeartMedia is now partnering with TikTok to feature TikTok creators on its podcasts, broadcasts and live events. The announcement comes on the heels of their recent singing competition called “Next Up: Live Music.”
The new arrangement includes the launch of a TikTok Podcast Network.
“TikTok creators will bring their unique voices and authentic perspectives to long-form audio and video content — from personal stories to insights on trends and culture — expanding their reach and deepening engagement with fans across new platforms,” the companies said in an announcement.
iHeart is rolling out co-branded podcast studios in Los Angeles, New York and Atlanta, with audio and video infrastructure. These podcasts will be distributed by iHeartPodcasts, and available on the iHeartRadio app and other podcast outlets. “Listeners will also be able to consume the best highlights and clips on TikTok.”
Also new is TikTok Radio, a format that pairs TikTok creators with iHeartRadio personalities.
“It’s a station where listeners will feel like they are scrolling on TikTok, but with their ears,” according to the announcement. The format will feature songs that are popular on TikTok as well as “trend-driven storytelling and emotional context behind the music.”
The two companies will also work together to add creators to iHeart events like the iHeartRadio Music Festival and iHeartRadio Jingle Ball.
The announcement was made by Rich Bressler, iHeartMedia’s president, COO and CFO, and Dan Page, global head of media and licensing partnerships at TikTok.
