Connecting with communities for Music on TikTok

Brisk Agency US collaborated with the preferred entertainment platform of Gen Z to establish a meaningful connection with its communities through the influence of music, artists, and culture.

TikTok US Case Study | Brisk Agency
TikTok US Case Study | Brisk Agency

The official music division of TikTok, Music on TikTok, tasked us with engaging communities in a manner that would elevate our continuous content strategy, promote viral TikTok artists, and highlight the platform’s native tools and features.

695 posts
+4.5m engagements
+232m video views
+210m reach
TikTok US Case Study | Brisk Agency

Our Solution

Music on TikTok, TikTok’s official music division, is responsible for overseeing all music-related aspects both on and off the platform. This includes managing relationships with artists and labels, creating tools to help artists expand their fanbase on TikTok, and ensuring that musicians have the opportunity to showcase their work to a vast audience. This division consistently stays ahead in recognizing emerging artists worldwide. Our efforts on TikTok and Instagram aimed to reflect this commitment.

Our goal was to provide ongoing support to artists experiencing viral success on the platform, extending that support to their new releases, and acknowledging milestones achieved on TikTok with their music. To achieve this, we launched seven distinct campaigns that went beyond our regular content strategy:

1. Year on TikTok: A year-end review highlighting trending music across the app.
2. Rompiendo: A monthly series celebrating breakout Latin artists.
3. #RNBVibes: An annual celebration of R&B music and artists in November.
4. Video First Look: A recurring series allowing artists to preview new music videos to their TikTok fans.
5. Pride Month: A campaign spotlighting LGBTQ+ artists throughout June.
6. Hashtag Campaigns: Weekly and monthly global priority hashtags for TikTok, centered around music initiatives.
7. Black Music Month: A month-long celebration of Black music and artists throughout June.

We further enriched our consistently active editorial calendar by presenting a variety of content series tailored to captivate our audience:

1. **New Release Highlights:** A weekly series showcasing the latest releases from artists handpicked by TikTok.
2. **Red Carpet Interviews:** The TikTok music team conducting interviews with artists and celebrities at various red carpet events, award shows, and festivals.
3. **Top Tracks:** A weekly compilation of 10 standout tracks trending on the app in the US, with a monthly list for Latin audiences.
4. **Artist Spotlight:** A recurring series spotlighting artists who achieved success for their music on TikTok.
5. **SXM Takeoff:** A recurring series featuring a song that has gone viral on TikTok and is added to TikTok Radio’s rotation.
6. **Viral Sounds:** A weekly series reimagining audio snippets from SXM’s TikTok Radio for social.

Throughout seven campaigns, we garnered over 38 million total campaign views and 595,000 engagements. Simultaneously, our original content series accumulated over 111 million total views and 3 million total engagements across TikTok and Instagram.

The behind-the-scenes glimpses into an artist’s lifestyle during red carpet interviews resonated well with our audience, leading to a remarkable +242% increase in engagement above the benchmark.

Our Rompiendo campaign for Latin artists received significant community appreciation, boasting a +133% increase in views above the benchmark.

“Brisk Agency has been an integral part in launching and maintaining our @MusicOnTikTok channels. Their attention to detail, creative scope and organisational prowess has made our day-to-day run seamlessly, and has allowed us to focus on bigger picture growth and development of the TikTok brand in the music space. They’ve been expedient, precise and flexible, with a design team on hand that far exceeds expectations and an account manager who diligently helps us steer our scheduling and programming efforts. SocialChain has time and again delivered beyond expectations, and has been a pleasure to work with.”

Steven Horowitz | Music Editorial Lead | TikTok US