Now Reading: ‘A Living, Breathing For You Feed’
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‘A Living, Breathing For You Feed’
Photo Credit: Jacob Hodgson
TikTok Radio has officially shifted from SiriusXM to iHeartMedia, which has launched the “fast-paced” listening option on its app as well as 28 broadcast stations.
“TikTok Radio from iHeart” set sail today, a couple months ahead of the fifth anniversary of SiriusXM’s own TikTok Radio rollout. And while the station’s shift is noteworthy, it’s one component of a deepening relationship between iHeart and TikTok.
Last summer, the companies co-hosted a singing competition, for instance, before finalizing a “multiplatform partnership” in November. As we reported then, said partnership was expected to encompass, among other things, creator-hosted podcasts and a new home for TikTok Radio.
Now, the latter element of the tie-up is here. As described by the involved parties, TikTok Radio from iHeart will look to “blend TikTok’s discovery engine and cultural impact with iHeart’s programming expertise.”
Besides prioritizing TikTok-popular music, the offering will incorporate “real-time conversation,” podcast spotlights (more on this in a moment), and “trending topic” discussions, according to the app and the radio giant.
To tread a bit of obvious-but-important ground, a TikTok-geared station is best hosted by professionals with knowledge of the platform, which, it’s hardly a secret, revolves around quick-moving videos and interactions.
At the intersection of both points, TikTok Radio by iHeart will house five “signature segments” out of the gate. The first will dive into trending life hacks “every hour on the :20s,” and another will provide “lighthearted hot takes” on lifestyle and culture topics.
When it comes to music, the remaining three segments will explore TikTok’s top-10 songs of the week (including information about the appropriate artists), new releases, and tracks from talent “on the verge of breaking into the charts.”
On the host side, TikTok Radio’s “regularly featured” lineup consists of Kayla Thomas, Ashlee Young, Jon Comouche, Becky Mits, and Angelina Narvaez. Put one way, these professionals, though experienced, aren’t yet radio vets.
“This station is built to feel like a living, breathing For You Feed– a place where creators, music fans and our on-air talent collide in real time to shape what’s next in culture,” Tom Poleman, iHeartMedia’s chief programming officer, elaborated in part.
“From live broadcasts at SXSW to creator-led podcasts and trend driven radio programming, we’re merging the best of our platforms to amplify creators, elevate emerging voices and deliver fans a 360 degree experience across audio, video and live moments,” the longtime iHeart exec proceeded.
Closing on podcasting, will TikTok-popular creators’ short-form results translate into long-form success? We’ll soon find out: iHeart and TikTok also unveiled five “TikTok Podcast Network” hosts and programs, centering on the fashion industry, sports, and more.
The companies intend to disclose detailed show concepts, trailers, and premiere dates “in the coming months.” But the network has already scored a high-profile partnership; GEICO is on board as the “exclusive launch partner.”
Finally, the iHeart-TikTok partnership is poised to keep on expanding, the entities highlighted in conclusion, with a continued emphasis on enabling “creators to extend their voices across audio, video and live experiences.”
