Marketing

Dua Lipa launches #DuaVideo fan challenge with TikTok


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Dua Lipa is the latest major artist to launch a TikTok challenge, but in her case, she’s looking for fans to appear in her next proper music video.

The challenge is #DuaVideo and runs for a week, having been launched yesterday with a video by Dua herself. Fans are being challenged to submit clips showing their creative skills in one of three disciplines: makeup, animation or dance, accompanied by the audio from the new single ‘Levitating’.

Warner Music Group is running the contest alongside TikTok, and digital marketing nerds (like us!) may enjoy scooting through the terms and conditions to see how this kind of user-generated contest is structured.

As usual: “All submissions, once uploaded to TikTok, may be used by the Promoter in future commercial and marketing exercises,” they explain, adding that while fans retain ownership of their work, they are granting WMG “an irrevocable, worldwide, fully paid, royalty-free, transferable licence” to use it.

Stuart Dredge

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