TikTok, which has become a big source of new music discovery for its youth-skewing user base, is teaming up with SiriusXM and its Pandora streaming-audio division to produce cross-promotional content that will live on each of the platforms.
This summer, SiriusXM will launch TikTok Radio, a full-time music channel featuring “the trending sounds that are redefining pop culture from TikTok,” per the companies. The channel will be presented by TikTok creators, tastemakers and DJs.
Meanwhile, beginning Monday (May 24), SiriusXM’s Pandora is launching a series of exclusive hosted playlists featuring popular TikTok creators — starting with Bella Poarch — who will take listeners through their favorite songs with special commentary about their selections. The creators also will curate, hosting, and promoting the playlists to their fans on TikTok.
Poarch’s first Pandora playlist includes her own song “Build a Bitch,” as well as Grimes’ “Delete Forever,” Sub Urban’s “Cradles,” Melanie Martinez’s “Soap,” Kyary Pamyu Pamyu’s “Candy Candy,” XXXTentacion’s “whoa (mind in awe)” and Ariana Grande’s “34+35.”
After kicking off with Poarch, who has nearly 70 million TikTok followers, the “TikTok Tastemakers” series will feature other creators including Christian Shelton and Nick Tangorra over the next few months. Pandora listeners also can tune into the TikTok Hits Playlist featuring songs trending on the app.
In addition, TikTok users will also have access to select re-airings of Pandora’s original events series, Pandora Live, following a recent rebroadcast of a Pandora event featuring Gwen Stefani and Jazmine Sullivan.
TikTok is “redefining the way that fans discover music and artists, while enabling a new form of musical engagement and creative expression,” said Ole Obermann, TikTok’s global head of music and former head of digital at Universal Music Group.
Added Scott Greenstein, president/chief content officer, SiriusXM, “The effect TikTok has on music, and pop culture in general, is undeniable. Our platforms will provide a unique opportunity for TikTok creators to engage with our listeners with content experiences that have never been done before in audio.”
Poarch on Monday posted to TikTok to promote her Pandora playlist: