Social media behemoth TikTok is planting its brand in podcasting, with partnership support from iHeartMedia. A new TikTok Podcast Network will be formed, holding 25 podcasts hosted by TikTok creators. iHeart will own the distribution, placing the shows across all major audio platforms.
Anchoring the partnership and distribution agreements, the companies will open co-branded podcastsstudios in Los Angeles, New York, and Atlanta. Further, traditional broadcast radio is involved; iHeart will create TikTok Radio. That over-the-air network will aspire to “recreate a feeling of scrolling the TikTok app, but in audio form” in the announcement’s wording.
We have difficulty imagining that, and iHeart further describes: “iHeart DJs will play songs that are trending or up-and-coming on the TikTok app, alongside short commentary about why those tracks are blowing up and the stories behind them.” All that will be available on the iHeartRadio digital stream, and also on an unspecified number of radio stations nationwide.
“This partnership connects TikTok’s cultural energy and creator community with the unmatched scale and reach of iHeartMedia,” said Rich Bressler, president, COO and CFO for iHeartMedia, in a statement. “We’re giving creators access to the biggest audio platforms in America—creating new ways to tell stories, entertain, and build deeper connections with fans.”
Bressler also said the synthesis of these two giants “will allow content distribution at “massive scale.”
Collaboratively produced live events are also on the planning sheet.
Adweeks’ coverage includes this interesting piece:
“The launch of the TikTok Podcast Network comes just two months after President Trump struck a deal with Chinese officials to bring TikTok’s U.S. operations under the remit of a consortium of mostly U.S.-based companies and investors—following years of debate over the privacy and national safety risks posed by the platform’s ties to China.”