As part of its new initiative, social media platform TikTok is taking control of New Music Fridays with the help of fellow artists.
Over the last few months, TikTok has earned a solid reputation for boosting both old and new songs through users’ content. Now, it’s channeling that same power of the music industry to change the timing of Friday music releases by launching its exclusive live-only “Watermarked” listening session series, Billboard reports.
Through this new feature on the app, TikTok is now partnering with artists and inviting them to debut new music for fans live each Thursday at 11:30 p.m. ET, 30 minutes before new albums, projects, or singles hit streaming at midnight on Fridays.
Additionally, artists will walk listeners through their album’s key tracks during each session while fans ask questions posed in the comments section.
According to Billboard, TikTok initially had a quarrelsome relationship with the music industry concerning music licensing. Now that the platform is armed with broad music licensing agreements — following deals with Universal Music Group, Sony Music and Warner Music Group — it has ramped up on artist partnerships and record labels to promote music on the app.
TikTok’s “Watermarked” series follows its May launch of TikTok LIVE musician interview series “Sound Off,” which to date has held more than 40 conversations with artists such Lil Yachty, Liam Payne, and Swae Lee. The Weeknd even performed a live virtual concert as an animated version of himself on the app back in August.
The Watermarked listening series is set to kick off next Thursday, Oct. 29 with rapper Trippie Redd previewing his upcoming album, “Pegasus.”
TikTok’s expansion efforts continue amid its long-standing battle with President Donald Trump over the app’s U.S. ban.
For more updates on TikTok’s new initiative, click here.