TikTok Launches New ‘Elevate’ Music Program With Rising Acts Kaliii, Chinchilla, Omar Courtz
variety.comThania Garcia Though it started as a video-sharing app, TikTok has become an effective (and totally unpredictable) tool for musicians and record labels looking to shed some light on a new single.
Now the app is putting its music industry skills to the test with the launch of “Elevate,” a new rising artist platform that will make the most of the app’s built-in music discovery tools to support fresh talent.
The initiative launches today with musicians: Chinchilla, Sam Barber, Omar Courtz, Isabel La Rosa, Kaliii, and Lu Kala. TikTok will provide the selected creators resources including early access to new features, and will additionally receive support from TikTok’s official social handles. “Elevate’s” inaugural program will run through October. “Elevate speaks to the heart of TikTok and our commitment to honor and empower the diverse talent on the platform,” said Rachel Dunham, North America artist partnerships lead at TikTok. “As the destination for music discovery, we are so excited to provide artists with meaningful support on and off TikTok to help them find long-term success in the music industry.” Through “Elevate,” the artists will also be able to share new content and updates on upcoming music releases, plus give fans an intimate look at the evolution of their music careers on TikTok and through our @musicontiktok social handles.
Audiences can additionally expect to see artists perform around the world in their hometowns, including Canada, Georgia, Maryland, Missouri, Puerto Rico, and the United Kingdom.
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