Boomplay, an African-focused music streaming and download service, and TikTok, a leading provider of short videos, have established a partnership to promote hot content on both platforms through shared playlists and content discovery.
Boomplay users will be happy to learn that TikTok trending sounds will now be included on a playlist on Boomplay, and Boomplay’s top songs will now be featured on TikTok’s discovery and sound sites.
tracks that made it into the top trending tracks on both platforms each week will be included in the mutual playlists, branded TikTokPicks and BoomplayPicks, with TikTok’s list emphasising user-generated material and songs that had the most engagements.
The goal of the collaboration is to connect fans and provide artists a wider audience by bringing the music and creative industries of artists and producers together on Boomplay and TikTok.
Custom-curated playlists will be shared and amplified on both platforms as a result of the new cooperation, introducing a wider audience to African rhythm, dance, and narrative.
“Boomplay continues to expand its strategic partnerships with global brands to offer artists creative and innovative channels to access their target audience while providing extensions for content promotion. We are very excited to partner with TikTok, one of the largest and fastest growing platforms in the entertainment tech industry, with great creation properties perfectly suited to the music community,” said Paul Azumah-Ayitey, Public Relations Manager at Boomplay.
Commenting on the partnership, Boniswa Sidwaba, TikTok’s Head of Content Programming for Sub-Saharan Africa said, “TikTok is hugely popular across Sub-Saharan Africa with a thriving community using our platform to share their love of music, sport, comedy, trends, fashion and the diverse culture that makes the region so unique. With this partnership with Boomplay, we look to encourage our creative community to continue to use African music as the soundtrack for great content development while celebrating and taking African musicians to the world.”
Boomplay and TikTok expect this relationship to be successful as they will be able to reach millions of their continually expanding user base and amp up trending tunes. Although many of these users already connect in various ways with the content properties on both platforms, this cooperation will enable content owners and artists to engage directly with their target audience in a more original, enjoyable, and significant way that focuses on African music.
