TikTok takes another significant step into the music industry with the launch of its new initiative, “Off The Record“. This new feature aims to bring fans closer to their favorite artists by offering exclusive behind-the-scenes insight into the creation of their albums. Among the artists who have agreed to take part in the initiative are Charli XCX, Meghan Trainor, Shakira, Camila Cabello, Peso Pluma and Bleachers.
“Off The Record” allows users to get inside the artists’ creative process by simply searching for the hashtag #OffTheRecord in the app’s search bar. Fans can then discover interview videos and never-before-seen moments showing the work and passion behind each track. This initiative gives fans a unique perspective on their idols, creating a stronger bond between artists and their audiences.
This latest move by TikTok is part of a series of constant innovations by the platform in relation to music and the music industry. Indeed, we’ve noticed that every month, if not every week, TikTok launches a new feature or takes a significant initiative aimed at strengthening its role in music marketing.
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