With Meta looking to poach TikTok creators, using the instability at the app caused by the U.S. sell off talks as a lever, TikTok’s now looking to fight back, with its own campaign aimed at highlighting how TikTok has helped many artists gain mainstream recognition.
TikTok’s new “Behind the Breakthrough” campaign will showcase a range of TikTok-borne creators, and how they used the app to reach new audiences.
As explained by TikTok:
“TikTok is proud to announce the launch of Behind the Breakthrough, a new regular content series which takes a deep dive into the stories behind breakthrough artists who were first embraced by the TikTok community, and who went on to find great success off platform. Behind the Breakthrough is a documentary-style series that captures TikTok breakthrough artists reflecting on how their music and career has been transformed by engagement with the TikTok community.”
The first artist featured in the series is musician Gigi Perez, whose track “Sailor Song” initially gained traction with the TikTok audience.
TikTok says that this is the first in an expanded series of interviews, which will become part of the broader “Behind the Breakthrough” series.
TikTok’s promoting the series in the app, where it’s also adding a new “Behind The Breakthrough” hub, where users will be able to access all of the relevant content.
It’s a smart move from the app, given the role that it’s played in the careers of many artists. Indeed, record labels in particular are now greatly influenced by TikTok trends, with some even changing the names of their artists’ songs to maximize TikTok resonance.
It’s definitely a culture driver, and with this series, TikTok will be able to showcase some of its biggest successes, which will no doubt boost its appeal with emerging artists.
And again, with Meta lurking, trying to lure TikTok stars away from the app with massive bonus payments, it’s also a timely push.
You can check out all the videos from the series by searching “Behind the Breakthrough” on TikTok.
English (US) ·