Mumbai: TIPS Music Ltd, a music label with a catalogue of over 31,000 songs, has announced a direct, strategic partnership with TikTok to promote its music library on the popular short-form video platform. This collaboration will allow music lovers, Non-Resident Indians (NRIs), and expatriates to access and engage with TIPS Music’s diverse collection on TikTok, expanding its reach globally.
The partnership aims to meet the growing demand for Indian music among global audiences, providing TikTok users worldwide with seamless access to TIPS Music’s extensive library. The collection includes Bollywood classics, regional language hits, and a range of other popular genres, enhancing cultural connection and expression through music.
Kumar Taurani, Managing Director of TIPS Music Ltd, commented, “We have seen an increased consumption of Indian music globally. Several existing TikTok trends hold testament to it. This direct strategic partnership with ByteDance marks an important step in expanding the global footprint and engagement of TIPS Music. The TikTok platform has a massive audience base, and this deal improvises the discovery of our music. I would like to thank TikTok and our CEO, Mr. Hari Nair, for weaving this direct deal.”
TIPS Music’s approach continues to focus on bridging traditional music with new-age platforms, enhancing accessibility and promoting the universal appeal of Indian music across the globe.
