TikTok’s newest characteristic for musicians is a shiny video collection.

TikTok is introducing a brand new manner for musicians on the platform to advertise their music – this time by a collection of movies.

The collection, titled “Off the Document,” is produced by TikTok and options music artists comparable to Shakira, Charli XCX and Meghan Trainor. Brief clips are just like TV collection comparable to Tune Fuze or New York Occasions’ “Tune Diary“, the place artists speak about what impressed them to create songs, the writing and recording course of and far more. The movies, a few of which have already been revealed, are being distributed by artists all through June.

TikTok additionally introduced an in-app hub the place Off the Document movies are streamed. Customers can discover the web page by trying to find #OfftheRecord.

“Off the Document is a part of TikTok’s ongoing efforts to assist artists each step of the way in which and deepen the connection between artists and followers that’s solely attainable on TikTok,” the corporate wrote in a weblog publish.

TikTok has modified the music trade so radically that there’s even a Billboard chart monitoring the preferred songs on the platform. The platform has created new stars, revived the careers of well-known musicians and spawned a subgenre of music It appears designed to go viral on the platform.

However the music trade’s relationship with TikTok has been rocky at instances. As is the case with different streaming platforms, together with Spotify, artists and labels say compensation is insufficient for the artists who create the music for TikTok’s billions of movies. Within the period of highly effective synthetic intelligence instruments deepfake voices harking back to well-known musicians have flooded on-line platforms, and in lots of circumstances, artists haven’t any management over their AI counterparts. On TikTok, the controversy reached a boiling level in February when Common Music Group, which represents artists comparable to Taylor Swift and Drake, began deleting my listing as licensing negotiations with TikTok have stalled. Two sides reached a brand new settlement in Mightstating that “defending human creativity” is a standard aim.

In latest months, TikTok has launched options that explicitly promote musicians. A set of thematic photograph frames and “duties” that launched for the discharge of Swift’s latest albumfor instance, occurred within the midst of a combat between UMG and TikTok, and Swift’s music is again on the platform earlier than the official deal was introduced. The brand new TikTok-branded interview collection is an extension of that: one other advertising and marketing alternative for 2 interdependent industries.