TikTok partners with Pandora on dedicated channel

Anne Freer | May 26, 2021

App Business

TikTok has partnered with internet radio station SiriusXM – a subsidiary of Pandora.

The short-form video app hopes to showcase new talent through the integration and boost curated content, special events and exclusive performance across all three platforms.

“We are excited to collaborate with TikTok to create new content that brings the vibrancy of the leading social networking service to life on live radio and our streaming platforms,” said Scott Greenstein, President and Chief Content Officer, SiriusXM. 

“The effect TikTok has on music, and pop culture in general, is undeniable. Our platforms will provide a unique opportunity for TikTok creators to engage with our listeners with content experiences that have never been done before in audio. The exclusive SiriusXM channel will bring a new take on radio by tapping into the latest music trends on TikTok, while Pandora listeners will get access to playlists curated personally by TikTok’s top creators.”

SiriusXM will launch TikTok Radio as part of the move – a dedicated music channel that features trending pop music.

The station will resemble TikTok’s “For You” page and feature creators showcasing music and stories behind each song.

At the same time, Pandora is set to roll out some exclusive playlists featuring TikTok creators and tastemakers which will be promoting their favourite playlists.

“When I started posting on TikTok in the beginning of the pandemic, I had no idea that, less than a year after starting my TikTok, I’d sing in a Super Bowl commercial. Making videos for TikTok is always the highlight of my day, and I’m lucky to have found such a supportive musical community,” said TikTok creator Christian Shelton.

“The playlist I created reflects my love for all genres and features new and old music, a lot of which is inspired by my fans on TikTok! I want people who listen to my Pandora playlist to get to know me a bit more through the music I love.”

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