TikTok launches “See Where Music Takes You” campaign to highlight music discovery
The platform doubles down on its role as a launchpad for artists, tracks, and trends.
TikTok has just rolled out its first major campaign focused solely on music, called “See Where Music Takes You”.
The campaign is all about celebrating TikTok as the go-to space for “music discovery and cultural connection”. As Zuber Mohammed, Global Head of Consumer Marketing at TikTok, put its:
“TikTok is where music comes alive, where trends are born, and where artists and their fans connect directly with each other in truly authentic ways… This campaign reinforces our commitment to being the leading destination for music discovery and the ultimate launchpad for artists, music and trends.”
At the heart of the campaign is Ravyn Lenae’s viral track “Love Me Not”. The song is a fitting choice, considering it went viral on TikTok and helped to propel Lenae’s career. Music Ally breaks down the numbers, with the track’s original version being used in 519.1k TikTok videos, and has racked up over 500 million streams on Spotify. It serves as a perfect example of TikTok’s power to turn a viral track into a career defining moment.
@tiktok Experience every side of the music you love on TikTok.
♬ original sound – TikTok
The campaign also reminds fans of features like ‘Add to Music App’, which lets users easily save songs they discover straight to their favourite streaming platform.
Does TikTok really drive music careers?
This isn’t TikTok’s first time flexing its influence in the music world. A recent TikTok and Luminate report revealed that a staggering 84% of songs that entered the Billboard Global 200 in 2024 first found traction on TikTok. Users on the app are also more likely to pay for music streaming, which is good news for artists trying to turn viral buzz into long-term fans.
That said, going viral doesn’t always guarantee lasting success. As Duetti’s contrasting research points out, only a handful of artists manage to convert that (already very rare) viral success into sustained careers. We broke this down in more detail in our previous blog.
Closing thoughts
TikTok’s new campaign is a reminder of just how central the app has become to music discovery. It serves as a direct pipeline between short-form content, streaming platforms, and fan engagement.