TikTok, SiriusXM, and Pandora Partner to Create New Music Channels

By McKenzie Carpenter Monday, May 24, 2021

SiriusXM, a satellite audio streaming company, announced a new partnership with TikTok and Pandora, an audio streaming app subsidiary of SiriusXM, to create new music streaming avenues that continue to support the growing creator economy.

A woman dancing with headphones.

New Streaming Partnerships

The satellite streaming company and TikTok, a mobile app that allows users to create short videos showcasing creative content such as singing, dancing, comedy, and more, are partnering to launch TikTok Radio.

This new music channel will be available for satellite and app streaming purposes and features music from the trending sounds currently on TikTok. The music channel will act as an audio version of a person’s TikTok “For You” page. The algorithm created by the video company for the “For You” page curates videos based on what users like and view the most on the app.

In addition to TikTok Radio, Pandora will be launching its own new music streaming series in partnership with the video business, TikTok Tastemakers. This new series is based around TikTok influencers curating public music playlists with added commentary of their playlist selections. Bella Poarch, Christian Shelton, and Nick Tangorra will be the first TikTok creators to create playlists for the new series. Furthermore, through this partnership, select Pandora LIVE events will be re-aired on the TikTok app.

Ole Obermann, global head of music for the video app company, said in a statement, “TikTok is redefining the way that fans discover music and artists, while enabling a new form of musical engagement and creative expression...We are excited to work with SiriusXM on TikTok Radio and to bring TikTok creators to Pandora to make the trends, music, and creative influences that are playing such a defining role in modern culture even more accessible…”

Each streaming business is expected to launch TikTok Radio and TikTok Tastemakers later this year.

The Creator Economy

The rising influence of social media has created many different business opportunities for app investors, brands, and individuals, resulting in the relatively new creator economy. The creator economy refers to the space in which anyone can publish their creative content online for monetization through social media platforms, ecommerce stores, blogs, and others.

As a result of publishing in the creator economy, once content creators gain a large enough following, they can be labeled “social media influencers,” therefore increasing their status in the digital world and creating more business opportunities.

Despite the creative freedom that comes with working in the creator economy, monetizing content could be a particular challenge for those who are not dedicated to growing their online presence. According to a CNBC report, to make $100,000 on TikTok, a user would need at least 10,000 subscribers on the app and generate over 270 million views per year, in addition to additional criteria.

While the numbers may seem a little intimidating for those who are just starting out in the creator economy, it is important to remember the power social media has as anything can go viral at any given time; content can reach people from all around the world. Establishing a consistent online presence can lead to a potential greater gain over time.

About the Author

Headshot of McKenzie Carpenter

McKenzie Carpenter is a graduate of Central Michigan University with a B.A.A. in Integrative Public Relations and French. McKenzie has previously worked for small businesses and nonprofit organizations.

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