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Music Managers Forum partners with TikTok

The social media platform of the moment is the MMF's newest associate partner, allowing UK managers to benefit from TikTok resources, tips and training sessions

By IQ on 21 May 2020

Robyn took her quarantine 'Dancing on My Own' challenge to TikTok last month

Robyn took her quarantine 'Dancing on My Own' challenge to TikTok last month

image © Konichiwa/Interscope Records

The Music Managers Forum (MMF) has announced an associate partnership with viral short-form video app TikTok.

TikTok – which has been downloaded more than two billion times globally – has been playing an increasingly important role in artist campaigns of late, helping music makers and their teams connect with audiences during the Covid-19 lockdown, including through its TikTok Live Sessions (which follow on from a starring role at this year’s Brit Awards).

Notable music 2020 successes on the platform include include Young T and Bugsey’s #dontrushchallenge (2K Management), Robyn’s #onmyown (DEF Management), Years & Years’ #breathechallenge (YMU Group) and Little Mix’s #BUSStayHome (Modest! Management).

The MMF’s associate programme enables artist-focussed music services to build direct relationships with the association’s network of more than 850 UK-based managers.

Activities already planned under the associate partnership with the MMF include access to best-practice resources on TikTok for MMF members, virtual training sessions co-hosted by TikTok and leading UK managers, and an in-person event in London, likely to be in autumn 2020.

“TikTok’s impact has been truly phenomenal”

Annabella Coldrick, MMF CEO, says: “Watching artists and music makers pick up and experiment with new technologies is always fascinating, but TikTok’s impact has been truly phenomenal. The MMF is delighted to have them onboard as an associate, particularly at such a challenging time, and I believe this partnership will deliver deep and lasting value to our membership and the talent they represent.”

“TikTok’s mission is to inspire creativity and bring joy to our users, and artists and their music have been a central part of this creative process since the app launched,” adds Paul Hourican, UK head of music operations for TikTok.

“We’re looking forward to working with the MMF to help managers make the most of our platform and connect artists with TikTok’s global audience, expanding the ways in which they can continue to creatively engage with fans, create lasting connections and drive success in all areas of their work.”

Read IQ’s November 2019 Q&A with TikTok’s head of music partnerships Europe, Farhad Zand, on how live businesses can utilise the platform here.


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