TikTok is testing a new music-related feature in Thailand: selling tickets. The company is partnering with several local companies, including BEC Tero (which promotes concerts, owns a record label and produces films and TV shows); Neon Festivals; ticketing firm Ticketmelon; and cinema chain Major Cineplex.
For now, TikTok will be selling tickets for 500 films and concerts, with the latter including gigs by Mumford & Sons and Green Day, as well as dance festival Neon Countdown. This also appears to be a limited test, running from 19 November to 31 December.
“Under the TikTok Tickets programme, entertainment partners utilise TikTok’s strength as a preferred platform among creative young audiences to increase their brand exposure and reach millions of TikTok users in Thailand,” is how TikTok’s head of music in Thailand, Suppawat Berananda, explained it to the Bangkok Post.
The test adds another strand to TikTok’s music-related features, with the app having established itself as a marketing channel for artists, with ongoing negotiations over licensing deals with rightsholders.
A limited test run in a small but digitally savvy market (where 76% of Thailand’s recorded music market in 2018 was streaming, according to IFPI numbers) does feel like a warm up for more global ambitions.
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