September 1, 2025
TikTok has launched a new advertising campaign aimed at reminding people just how important the app has become when it comes to discovering new music. The campaign, called “See Where Music Takes You”, is designed to show how TikTok connects music lovers and helps them find their next favourite songs and artists.
The campaign features music from rising star Ravyn Lenae, whose songs have gone viral on the platform. It’s part of a wider effort to showcase how TikTok isn’t just a place for dance challenges and funny clips—it’s also a huge influence on what’s trending in the music world.
According to TikTok, the platform does more than just help people find new music. It also lets users shape music trends themselves. People on TikTok have helped bring old songs back into the spotlight, launched the careers of brand-new artists, and created viral moments that are recognised all around the world.
One of the ways TikTok is making this happen is through its “Add to Music App” feature. This lets users save songs they hear on TikTok directly to their favourite streaming service, like Spotify or Apple Music. It means that discovering music feels natural, personal, and easy to share with others.
And the stats back up how powerful TikTok has become in the music industry.
A recent report showed that 84% of the songs that made it into the Billboard Top 200 in 2024 first went viral on TikTok. That’s a huge number and shows how big a role the app now plays in deciding what becomes popular. In fact, TikTok users in the U.S. are 74% more likely to find and share new music compared to users on other short-form video platforms.
This influence is why music labels and publishers are focusing so much attention on TikTok. Many now plan their artist campaigns around the app, and some have even renamed songs to fit better with TikTok trends—hoping to improve their chances of going viral.
So while it’s already clear that TikTok plays a major role in music culture, this new campaign is designed to make that influence even more obvious to a wider audience.
But there’s also a bigger issue in the background that’s worth mentioning: what happens to music discovery on TikTok if the app is banned in the U.S.?
At the moment, TikTok is under pressure to find a U.S.-based partner by 17th September. If it doesn’t, it may be forced to shut down its operations in the country. There’s also the possibility that former President Trump could once again step in to delay the ban, but nothing is certain yet.
In the meantime, other platforms like Instagram and YouTube have been working hard to improve their own music features, just in case TikTok is no longer available. Both have added tools to help users discover, save, and share music—hoping to fill the gap if TikTok disappears. However, it remains to be seen whether they can match TikTok’s unique influence and deep connection with music trends.
For now, TikTok is making the most of its position at the heart of music discovery. With its new campaign, it’s reminding everyone—from casual listeners to industry professionals—that it’s not just a social media app. It’s where the next big hit often begins.
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