A now-deleted post on TikTok’s newsroom blog announced a partnership with the tech company and major labels. The original “Be the first to hear new music by your favorite artists with TikTok’s “Watermarked” series” is available in a report available from Billboard.
The partnership is a way to connect to artists leading up to the release of their new project. Reminiscent of MTV’s First Listen from the early 2000s, artists will host a live show 30 minutes prior to release. The show will take place live on TikTok, allowing artists and fans to interact.
Watermarked is an exclusive live-only listening session, streamed and hosted by the artist, giving TikTok users an opportunity to listen to major new releases before they hit streaming services. Airing on Thursdays at8:30PM PT/11:30PM ET, 30 minutes before the album goes live on streaming platforms, Watermarked allows artists to walk their fans through some of the album’s key tracks and answer individual questions posed by fans in the comments.TikTok’s Now-Deleted Announcement Blog
Labels Need TikTok to Sell/Stream Records
Watermarked, the latest installment of TikTok LIVE programming is one of many new offerings from the tech giant. Having successfully avoided a government shutdown earlier this year, TikTok seems to be cozying up to music bigwigs.
Following a contentious past, it seems the music industry found a way to incorporate the social media giant into rollout plans. TikTok has earned a reputation for turning songs like 24kGoldn’s “Mood” featuring iann dior and Jawsh 685 and Jason Derulo’s “Savage Love (Laxed – Siren Beat)” into number one hits months after their initial release.
Initially launching on October 22 with Luke Combs, the first “Watermarked” session met delay without proper explanation. Trippie Redd’s previously scheduled sessions will still take place on October 29.
Trippie Redd will preview is new release Pegasus as the kickoff of TikTok’ LIVE’s Watermarked. Watermarked follows the May launch of TikTok LIVE musician interview series Sound Off. In August, The Weeknd performed a live virtual concert as an avatar version of himself inside the app.