TikTok Launches New Electronic Music Social Hub

TikTok has launched a new Electronic Music Hub, aimed at promoting electronic music artists and expanding their reach on the platform. The launch coincides with the Amsterdam Dance Event (ADE), one of the world’s most prominent electronic music festivals, and builds on the genre’s growing popularity within the app. This hub is meant to promote artists and draw out more engagement on the platform, and is planned to be active for only one month.

According to TikTok, electronic music has seen significant growth, with a 70% year-over-year increase in related videos. Popular sub-genres such as Drum and Bass, Techno, and Trance are gaining momentum – which makes it an invaluable niche for a social media platform like TikTok to target. These genres not only have their own established fanbases, but are also often the source of remixes that creators use in their TikTok videos, meaning that they’re already somewhat connected to the platform.

The Electronic Music Hub will feature artists who have gained recognition on TikTok, including Ireland’s Jazzy, Kenya Grace, and Chase & Status. TikTok reports that its users are 75% more likely to discover and share new music, which is why the platform has become a key player in artist promotion – as well as providing an entirely new avenue of discussion and content creation that could lead to even more engagement on the platform.

The Electronic Music Hub launches today (October 21) in multiple major markets – including Australia, the UK, and the USA. If successful, it could be much more than just a one-time event.