TikTok’s music festival is coming

by | Nov 29, 2023

TikTok is going … offline.

TikTok is hosting an in-person music festival called TikTok In the Mix, featuring artists like Cardi B, Anitta, Charlie Puth, and Niall Horan.

Ok, so not entirely offline … the event will be livestreamed on TikTok.

I think this is Tik Tok’s way of harnessing the IRL (in-real-life) energy of live performances for their platform and brand.

In the world of avatars and AI, there’s still nothing that cuts through like an IRL performance.

The festival aims to bring the For You page to life, with performances, small business pop-ups, and creator activations.

TikTok’s influence in the music industry, with viral hits and trending audio, has led to record deals and the creation of a new chart in collaboration with Billboard.

The nature of TikTok’s short song snippets has led to funny moments in live performances.

Maybe TikTok can host an IRL festival for more indie artists too …

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