iHeartMedia struck a new partnership with TikTok that will see TikTok creators featured in long-form audio and video content across iHeart platforms, it was announced on Monday (Nov. 10).
The deal includes the launch of the TikTok Podcast Network, a slate of up to 25 podcasts from TikTok creators. Under the agreement, iHeartMedia will open co-branded podcast studios in Los Angeles, New York and Atlanta that will be set up for both audio and video content. The podcasts will be distributed by iHeartPodcasts and made available on the iHeartRadio app and other podcast platforms. Listeners will also be able to watch highlights and clips from the podcasts on TikTok.
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Another component of the deal is TikTok Radio, which will pair TikTok creators and established iHeartRadio personalities on iHeart broadcast radio stations across the U.S. and digitally on iHeartRadio. According to a press release, “TikTok Radio will feature not only TikTok’s hottest new songs, but also trend-driven storytelling and emotional context behind the music,” with segments including Behind-the-Charts, New Music Fridays and On the Verge.
iHeart and TikTok will additionally team up on iHeart events like the iHeartRadio Music Festival and iHeartRadio Jingle Ball, “empowering brands to activate with a dynamic network of content creators,” according to the release.
More details on the partnership will be announced in the coming months.
“This partnership connects TikTok’s cultural energy and creator community with the unmatched scale and reach of iHeartMedia,” said Rich Bressler, president, COO and CFO of iHeartMedia, in a statement. “We’re giving creators access to the biggest audio platforms in America — creating new ways to tell stories, entertain, and build deeper connections with fans. Together, we’re combining our vast networks to deliver relevant content on a massive scale. It’s a win for creators, fans, and brands alike.”
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“At TikTok, empowering creativity and connecting communities are at the heart of everything we do,” added Dan Page, global head of media and licensing partnerships at TikTok. “This partnership with iHeartMedia opens up exciting new opportunities for creators and brands to reach wider audiences, collaborate across platforms and extend their creativity beyond the TikTok platform. Together, we’re amplifying the connection between artists, creators and our community through the shared power of cross platform storytelling.”
TikTok and iHeart kicked off their partnership earlier this year with the singing competition Next up: Live Music, which was hosted exclusively on TikTok LIVE.
