A Match Made in Music Heaven

TikTok partners with AIM (Association of Independent Music)

TikTok has become an explosive force in the music industry. The app not only recently reached a licensing deal with Sony Music, working to promote the record group’s collection of hit artists, but this week, have officially partnered with and become a Friend of AIM.





Whilst live music events have been put on pause, TikTok is alive and kicking; it creates a virtual space wherein music circulates and is enjoyed by its users all over the world. After ten minutes of scrolling through TikTok’s eclectic mix of short-form videos, one realises how catchy certain ‘Sounds’ become. In sticking these Sounds firmly in our heads, TikTok has pushed sales of chart music, re-surfaced old classics and popularised songs by new independent talent. A handful of independent artists that TikTok has helped bring into the limelight are Girl in Red (AWAL), Bicep (Ninja Tune), Lauv (AWAL), and Nina Nesbitt (Cooking Vinyl).

Referencing Nina Nesbitt, Lewis Newson (head of digital at Cooking Vinyl) stated:

“TikTok has rapidly become a wholly unique channel of discovery for artists new and old. Nina’s success on the platform shows what can be achieved when an artist dives in and truly understands how to communicate with their fanbase, with results that speak for themselves.”

It might not, therefore, come as a surprise that AIM has welcomed TikTok into their community of independent businesses and entrepreneurs with open arms. In becoming a Friend of AIM, TikTok will provide its members with high-quality practice resources and expertise, whilst becoming a channel through which AIM can both promote and discover music artists. Paul Pacifico, CEO of AIM, remarked enthusiastically:

“We’re delighted to be connecting TikTok with the independent music sector through this partnership. Music is now an integral part of TikTok’s identity with many independent artists already boasting huge success on the platform. It is very positive to see TikTok’s willingness to engage and interact with our world-leading sector to help to ensure that our community of digitally-savvy creative entrepreneurs can leverage the platform effectively for successful campaigns.”

TikTok also wishes to help more independent labels grow their artists, using their music to both support and enhance the app’s catchy, creative video content. Paul Hourican, head of UK music operations at TikTok, has said:

“Our users are consistently inspired by the music and artists from the independent music community and we are delighted with how they have embraced TikTok. This partnership underlines our support and commitment and will enable ever closer links, future partnerships, and even more standout music campaigns with the community AIM represents.”

Together, TikTok and AIM will discover, promote, and support the next generation of fresh and inspiring talent, whilst helping to keep the music industry alive.


Finally, for our previous #SocialShort, click here.

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