TIPS Music Ltd, a music label, announced a direct strategic partnership with TikTok to promote the former’s music library on the social media platform. From what is understood, this partnership will enable Non-Resident Indians (NRIs) and expatriates (excluding China and India), to access and engage with TIPS music.
“We have seen an increased consumption of Indian music globally. Several existing TikTok trends hold testament to it. This direct strategic partnership with ByteDance marks an important step in expanding the global footprint and engagement of TIPS Music. The TikTok platform has a massive audience base and this deal improves the discovery of our music. I would like to thank TikTok and our CEO, Mr. Hari Nair for weaving this direct deal”. Kumar Taurani, managing director, TIPS Music Ltd, said.
The company further stated that this agreement between TIPS Music and TikTok aims to meet the increasing demand for Indian music among global audiences.