Photo via publicist
Vevo and TikTok have announced that they are partnering to launch a new weekly show titled “Trending on TikTok.” The series will be distributed across the Vevo network and will “feature a curated selection of music video’s from the week’s top-trending songs on TikTok, along with interstitials from viral creators,” according to a press release. The new partnership’s announcement comes six months after the public launch of YouTube’s short-form video platform, YouTube Shorts. Vevo is hosted on and partners with YouTube but is owned primarily by the “big three” music labels: Universal Music Group, Sony Music Entertainment, and Warner Music Group.
“We’re excited to kick off the new year with TikTok, which has become a powerhouse for music discovery for fans worldwide, driving music video viewership,” says JP Evangelista, a senior vice president at Vevo. “When a song is trending on TikTok, people will actively seek out and watch that song’s music video on the Vevo network. Tapping into the creator economy was the next logical step in showcasing the power of fan communities on social media and how it fosters the music discovery process. We are combining years of tastemaking expertise with our understanding of viewership trends, and there is a huge appetite for short form content on TV, so we hope Trending on TikTok becomes a go-to show on TV.”