Once again, TikTok is making waves in the music space -- this time with an exciting, interactive competition that invites fans to become more engaged than ever before with new undiscovered talent. TikTok has, in collaboration with iHeartRadio, next up: live music, a live-stream contest showcasing undiscovered singers. This competition differs from other talent competitions in that it is exclusively held within the TikTok app, where audience participation plays a significant role in the show. The contest runs from July 28 through September (the finale event and challenges will take place at the iHeartRadio Theater in Los Angeles on September 26). Most importantly, TikTok appears to be serious about solidifying its position as an impactful music discovery platform, and this is the kind of initiative that can disrupt the ecosystem across the entertainment industry and its platform.
Competition Format and Selection Criteria
However, the Next Up contest is not just singing/performing into your phone in hopes of instant viral fame. It's a more complicated multi-step process of live-streamed performances with live audience participation through engagement. Contestants compete for advancement by gaining fans and followers who engage with their content (such as liking, commenting, sharing, watching, etc.) and by judges who rank each contestant. TikTok is significantly focused on viewer support this time, with the competition making sense, as it resonates with the ethos of the app itself—passion projects driven by the community. The format allows for deeper engagement from both the artist and fan. Judges can also provide industry insight to recognize and amplify the best talent, but ultimately, it's still about TikTok's brand, making stardom available, while still based on merit.
Entry Requirements That Narrow the Field
Conversely, TikTok isn’t making entry into this competition easy. Contestants must have a minimum of 50,000 followers with steady, authentic engagement, eliminating casual users and fake influencers from the start. Moreover, each entrant must own at least one original song and remain unsigned by any major label. While these stipulations may eliminate many users, they guarantee that the audience pays attention to committed and original talent. After all, TikTok is taking a quality over quantity approach and developing a space where dedicated creators can shine.
Broader Implications for Creators and Brands
However, TikTok's entry into competitions with talented musicians represents more than a glitzy promotion. Next Up is about engaging fans as they actively shape the trajectory of a career, as opposed to the passive music discovery experience users have on their app. In addition to elevating up-and-coming voices, the platform also offers a unique touchpoint for brand affinity amongst related businesses, be it sponsoring, advertising, or just joining the discussion as users rush to check it out. Perhaps most likely to benefit are the artists, achieving national presence and instant legitimacy in the industry by simply performing in their audience's domain.
