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IMRO Music Industry Webinar – TikTok Best Practice

3:00pm, Wednesday 23rd Jun 2021

TikTok is the social platform that’s on everyone’s lips, having grown incredibly quickly in recent years and spawning viral hits like ‘Old Town Road’, ‘Lottery (Renegade)’ and ‘Say So’. Whilst our ‘TikTok Ecosystem’ module was designed to provide an understanding of the overall TikTok app, its culture and how it impacts the music industry, this ‘TikTok Best Practice’ module will now look much deeper into how artists and their teams can actually use the platform for their marketing efforts.

We will start by looking at overall digital strategy and organic marketing techniques, from profile optimisation and posting strategy to features like live-streaming and e-commerce. We will also discuss how to collaborate with influencers to amplify campaigns and look at the opportunities within TikTok Ads. In our final section, we will present some real-life campaign examples which utilise different approaches including organic and paid campaigns, live and on-platform marketing partnerships.

This webinar is delivered in partnership with Music Ally.

Music Ally launched in 2002 with a mission to help the global music industry thrive from digital disruption rather than fear it. Their original focus was on providing news and analysis of the way technology is impacting the industry and providing strategy and research to enable music companies to navigate the new landscape. Over time they have evolved, now providing more hands-on marketing services and training for music professionals around the world. 

Music Ally also plays a role connecting different communities by organising regular conferences, including NY:LON Connect and Sandbox Summit in London and New York, and social events with partners including Music Biz, by:Larm, AWAL, Midem and Circulart. They are currently exploring the evolution of the global music business, publishing regular profiles and analysis of expanding markets as well as launching an editorial service in Japan, opening an office in Medellín, Colombia with plans for Music Ally Africa and Music Ally China too. Their clients are across the music and technology sectors, and include all of the major labels, many independents, music publishers, management companies and music platforms like Spotify, Amazon, Facebook and Google.