The latest music-marketing campaign on social app TikTok comes from Polydor Records in the UK, for artist Mabel. It’s a hashtag challenge called #MadLoveTrain, to promote her track ‘Mad Love’.

Fans are being encouraged to share their own videos illustrating the theme: “grab your friends a jump in for a hug” as the hashtag’s page on TikTok puts it.

Mabel recently launched her own profile on TikTok, where she has more than 10,300 fans so far, as well as 54k hearts for her videos.

Last week, the channel debuted a 15-second clip of ‘Mad Love’ – plus the ability for fans to use it in their own videos – ahead of the track’s official release. “Their community is passionate about music and creativity and we can’t wait to see the content they will produce as part of the #MadLoveTrain challenge,” said Polydor’s senior digital marketing manager Fiona McAuley.

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