Introducing the TikTok Artist Playbook 2024.

Two years ago when we first introduced the UK Artist Handbook, there were still misconceptions about what TikTok was and how it could help further an artists career. We would regularly receive questions from artists and their teams like, 'will I have to do a dance trend?', 'do I need to lip sync?', 'do I have to post everyday?". We published the Artist Handbook to not only put those myths to bed, but also educate the artist community about how TikTok can build momentum towards your music. It's not one-size fits all and there are so many ways to capture content that's authentic to you as an artist.

Fast-forward through launching countless hit records from breakout stars like Kenya Grace, Raye, Jazzy, Cian Ducrot and Mae Stephens to catalogue resurgences from the likes of Sophie Ellis Bextor, Natasha Beddingfield and Kate Bush, the platform has evolved into a place where any artist, emerging or established, can leverage TikTok's billion strong community with products & features designed to deepen the relationship and drive success for their campaigns. From building an audience of superfans, teasing new music, hyping releases, selling tickets to giving fans the ability to save your music directly to their streaming service of choice, we're proud that TikTok has been chosen as the home for music discovery.

Given those innovations over the last two years, we're releasing the 2024 UK Artist Playbook, a comprehensive bible outlining the latest best practices, product features and campaign strategies tailored specifically for artists using TikTok.

Building on the success of the Artist Handbook, the 2024 Artist Playbook breaks down new features like the introduction of the 'Artist Account', 'Add to Music App', '#BehindTheSong', 'Photo Mode', 'Effects House', 'Text Posts' and our new ticketing functionality, enabling artists to engage with their fans in new ways while staying true to their art. We're also really excited to peel back the curtain on brand new opportunities for the industry like TikTok LIVE which is proving to be a hit for independent artists like Fiaa Hamilton and Charlie Tyler.

We think these new developments are revolutionizing how artists can reach new and existing fans, deepening the relationship and ultimately driving incredible momentum to your music. The Playbook also dispels a few more myths along the way (no, you haven't been 'shadowbanned').

We're continually honoured and humbled that so many artists have chosen to use TikTok to share their music, their passions, creative inspirations and bring joy to fans, both new and old. The Artist Playbook has been designed to make it even easier to further unlock the platform's potential. You can check it out here.