SiriusXM partners with TikTok on a new music channel, Pandora Playlists, and more – ProWellTech
SiriusXM leans on TikTok. The satellite radio company and parent company of Pandora today announced a partnership with the social video platform to drive several new initiatives, including a TikTok channel on SiriusXM, hosted TikTok playlists on Pandora, and re-broadcasts of Pandora LIVE events on TikTok .
The hosted playlists on Pandora are the first of the new initiatives to be launched.
Starting today, popular TikTok developers will curate, host, and promote their own Pandora playlists on TikTok for their fans, starting with Bella Poarch. The TikTok influencer, who now has 69.6 million followers, is best known for her viral lip-syncing video for “M to the B” that was blown up the most popular video on TikTok. She also makes videos of singing, dancing and playing, among other things, and this month released their first single, “Build a B * tch,” which broke into Spotify’s US and Global Top 50 charts.
At the time of writing, Poarch’s TikTok, which is announcing their playlists launched 4 hours ago, has 187.6,000 likes and 1 million views.
Credit: SiriusXM
Other “TikTok Tastemakers,” as SiriusXM has called them, will be releasing their own playlists in the coming months, including Christian Shelton and Nick Tangorra.
In addition, Pandora users can adjust the settings TikTok hits playlist anytime with popular and trendy songs from TikTok.
Pandora isn’t the first music streamer to use the influence of TikTok for its own ends. Today, TikTok trends are driving songs up the Billboard charts, delivering Spotify streams, while younger users search for their favorite TikTok songs in their favorite streaming music app. Spotify is now curating TikTok hits in editorial playlists such as Viral Hits, Big On The Internet, Teen Beats, and others. Apple Music also got into the TikTok promotion when 10 new playlists were introduced for younger Gen Z users last year. This included its own Viral Hits playlist that features top tracks from TikTok and other social media channels.
Other SiriusXM initiatives include the upcoming TikTok Radio, a full-time music channel with titles on TikTok presented by TikTok developers, influencers and DJs. The channel will debut later this summer and will stream over SiriusXM, including in vehicles, as well as on the SiriusXM app for desktop, mobile and connected devices.
TikTok fans will also later be able to watch select re-broadcasts of Pandora’s original Pandora LIVE series of events – a sequel to Pandora’s live events that went virtual during the pandemic. Pandora LIVE events feature artists from a variety of genres including country, rock, pop, R&B and more, some of which were re-broadcast on SiriusXM the day after.
Pandora LIVE recently celebrated Women’s History Month with a virtual event that featured appearances by Gwen Stefani and Jazmine Sullivan and was re-aired on TikTok.
Other Pandora LIVE events will soon do the same. SiriusXM announces which events will be broadcast on TikTok all year round.
“We are excited to partner with TikTok to create new content that brings the vibrancy of the leading social networking service to life on live radio and our streaming platforms,” said Scott Greenstein, President and Chief Content Officer of SiriusXM, in a statement. “The impact of TikTok on music and pop culture in general is undeniable. Our platforms offer TikTok developers a unique opportunity to share with our listeners about content experiences that have never been made in audio before, ”he added.
@bellapoarch✨ Excited to help get started ## TikTokTastemakers on @pandora ✨ Stop exclusive ## PandoraMusic
SiriusXM’s move to work more closely with TikTok could help attract a younger group of listeners and subscribers who may be following their favorite fans to Pandora to tune in to their playlist content. However, it is unable to take full advantage of working with TikTok as the integrations are split between the two services instead of focusing on just one.
Plus, like others, SiriusXM is still exposed to the looming threat of Resso, TikTok owner ByteDance’s own music streaming app, which could one day make its way to the US as part of its global expansion efforts. It has the potential to tie TikTok’s music discovery capabilities more closely to streaming, which is impacting the demand for competing services.
Currently, however, TikTok sees the potential of partnering with a US music streamer.
“We’re excited to partner with SiriusXM at TikTok Radio and bring TikTok developers to Pandora to make even more accessible the trends, music and creative influences that are so vital to modern culture,” said TikTok’s global head of Music. Ole Obermann, in a statement. “We are very excited to have this brought to life and thank the SiriusXM team for being such an innovative and visionary employee,” he said.
