TikTok is experimenting with a new way to help musicians gain more exposure within the app through a feature called "Work with Artists." This option allows users to create content based on a musician's work, thereby amplifying the artist's reach on the platform.
As noted by Jonah Manzano, some TikTok users have spotted a new "Work with Artists" option in their Creator Tools menu. Upon selection, users can choose a track and create content using that music. By participating in a paid challenge, users become eligible for cash rewards based on engagement with the video they create featuring the selected music.
TikTok has become a crucial promotional platform for musicians, with many artists leveraging the app's popularity to launch their careers. The new "Work with Artists" feature holds great potential for incentivizing sharing and promoting music in a more organic way. This could lead to the creation of new viral music trends within the app and encourage users to share their favorite tracks, ultimately providing artists with significant opportunities for growth.
Moreover, the feature offers regular users an opportunity to earn money within the app while supporting their favorite artists. TikTok has confirmed that the "Work with Artists" feature is in early testing with limited availability, and no schedule for a full rollout has been announced yet.
With TikTok users responding more positively to user-generated content than direct promotions from labels, the "Work with Artists" feature may become the go-to method for music promotion on the platform. As artists and users alike benefit from the feature, it could pave the way for even more creative collaborations and viral hits in the future.