‘A world of opportunity’: TikTok talks music marketing
IQ speaks to Farhad Zand, head of music partnerships for London-based TikTok Europe, about the short-video social platform's offering for concert marketers
Feature By | 20 November 2019
With an estimated 500 million monthly users – the majority under 30, and many of them teenagers – short-form video app TikTok has quickly established itself as the go-to social platform for many Gen Z-ers.
Along with its predecessor, Musical.ly, TikTok has made stars out of ‘influencers’ like Baby Ariel, Jacob Sartorius, Riyaz Afreen and the Dobre Twins, and its young users helped meme Lil Nas X’s ‘Old Town Road’ – which went viral on TikTok (as part of the ‘Yeehaw challenge’) before receiving mainstream recognition – to the top of charts worldwide.
IQ caught up with Farhad Zand, head of music partnerships for TikTok Europe, to find out why TikTok works well for music discovery and marketing, the appeal of short-form video, and how concert businesses can reach…
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