TikTok has launched its global #ElectronicMusic hub, now active in markets like the U.K., Ireland, Germany and Australia, with a U.S. rollout set for 10/21. Coinciding with Amsterdam Dance Event (ADE), the hub will be active for a month and showcases curated content from DJs, producers and artists.
The hub also aims to celebrate electronic music's rise on TikTok, which has seen year-on-year global growth of 70% in video creations, with drum & bass up 50%, Techno up 63% and Trance up 73%.
TikTok highlights the role of its platform in helping artists reach new audiences, such as Chase & Status' "BACKBONE" w/Stormzy driving a drum & bass resurgence, Jazzy becoming the first woman to top the Irish charts in 14 years with "Giving Me," plus more.
"Electronic music has made its spiritual home on TikTok,” says TikTok’s Global Head of Music Business Development, Ole Obermann. “Fans are sharing their love for the genre by remixing sounds, driving trends and posting clips from their favorite live sets."
Just this year, TikTok had 3.5b+ views of Tomorrowland content, 40m+ posts celebrating the sound of Keinemusik and more.
The expansion follows the success of 2022’s #ElectronicMusic hub in the U.K. Since its launch, the initiative has amplified tracks from Charli xcx, Dimitri Vegas, Billy Gillies, Eliza Rose and Shygirl, among others.
Peep the hub here.
