Music and Social Media – Times are changing for brands on TikTok

TikTok is still a relative newcomer to the social media party. Whilst already popular in China and other parts of East Asia, TikTok didn’t reach the global stage until it merged with Musical.ly in 2018 in a deal worth $1bn. Since then, its growth has been nothing short of spectacular - in October 2020 it surpassed two billion global mobile downloads.