The British music industry is gearing up for next week’s Brit Awards in London, and TikTok will be on board as one of the event’s key digital partners. The app will be live-streaming the arrival of artists and celebrities on its official Brits channel, complete with a red-carpet live performance from Lewis Capaldi.
The night will also see a range of hashtag challenges and an exclusive ‘Jump In’ sticker on TikTok, while the app has also curated a Brits 2020 playlist to encourage its users to add awards nominees’ tracks to their own videos.
The news continues Capaldi’s bid to become, as he styles himself, the ‘King of TikTok’. Although with 1.3 million followers, he’s got a long way to go to unseat the actual (and literally-named) king of the platform, American influencer Zach King, who has 34.2 million followers. The queen, meanwhile, is Loren Gray with 39.1 million followers. Still, as the Brit Awards show, there’s plenty more to music’s relations with TikTok than artists’ own profiles.
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