TikTok unveils a bold new campaign celebrating the platform’s role at the center of music discovery and culture

TikTok has launched its first-ever large-scale campaign dedicated to the music experience on TikTok: "See Where Music Takes You.  

“See Where Music Takes You” is a bold and immersive campaign that reinforces TikTok’s role as the world’s leading destination for music discovery and cultural connection. As well as being a platform which helps fans discover their new favourite artists and tracks, TikTok invites users to shape music trends in real time - reviving classics, launching breakout artists, and creating viral moments that resonate globally. The campaign celebrates TikTok’s transformative power to turn everyday listeners into active participants in music culture, amplified by features like 'Add to Music App', which helps you save music you discover on TikTok to your favorite music streaming service, making discovery feel personal, intuitive, and endlessly shareable.

The campaign spotlights how TikTok users are music superfans, connecting with each other through content, discovering emerging talent and fueling viral hits. It’s more than a platform - it’s where music movements begin.

The campaign features Ravyn Lenae’s hit “Love Me Not” which takes center stage in the campaign, having gone viral on TikTok, launching her career and propelling her into the charts worldwide.

@tiktok

Experience every side of the music you love on TikTok.

♬ original sound - TikTok

Zuber Mohammed, Global Head of Consumer Marketing at TikTok, said: "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. With 'See Where Music Takes You,' we are celebrating the vibrant, inclusive music culture that our global community has built. This campaign reinforces our commitment to being the leading destination for music discovery and the ultimate launchpad for artists, music and trends."

AKQA led the campaign concept, tagline development, and the creation of supporting digital and social assets, along with a hero film directed by Nabil Elderkin. 

"See Where Music Takes You" is available now TikTok, Instagram, Facebook, and YouTube.