iHeartMedia and TikTok Finalize ‘Multiplatform Partnership,’ Tee Up Creator-Hosted Podcasts, a Dedicated Radio Station, and More

Will TikTok stars’ short-form video talents translate into long-form audio success? We’re about to find out, as the app has finalized a “multiplatform partnership” deal, extending to radio, podcasts, and more, with iHeartMedia.

TikTok and iHeart confirmed the expanded tie-up today. On the “expanded” front, some will recall that the companies over the summer launched their “Next Up: Live Music” singing competition, which Kira Lise won in late September.

Now, with the video platform’s stateside future seemingly secure, the entities are apparently taking the professional relationship to the next level. When all is said and done, the bolstered union will encompass podcasts, a radio station, and live events, according to TikTok and iHeart.

Regarding the first of those components, TikTok and iHeart have teed up the “TikTok Podcast Network,” which, true to its name, is expected to include “up to 25 newly created and curated TikTok creator podcasts.” Though it probably doesn’t need saying given the well-documented video podcast push, the forthcoming programs will prioritize audio as well as video from the get-go.

As such, iHeart and TikTok are also preparing to open “co-branded, state-of-the-art podcast studios,” equipped with “advanced audio and video infrastructure for both podcasting and video production,” in Atlanta, New York, and Los Angeles.

Unsurprisingly, iHeart will distribute the shows to its own platform and “everywhere podcasts are heard,” with TikTok (and the involved creators) taking the promotional lead with “the best highlights and clips.”

Helping the podcasts, their hosts, and TikTok-popular music along is TikTok Radio, which will connect creators and “experienced iHeartRadio personalities” over the air.

The station, iHeart noted, will aim to make listeners “feel like they are scrolling on TikTok, but with their ears” – with segments such as “Behind-the-Charts” and “On The Verge” part of the anticipated offering.

Finally, on the events side, TikTok itself isn’t a stranger to hosting live music happenings and award shows. But under the iHeart pact, the latter company will leverage its “signature events” to afford brands access to “a dynamic network of content creators on the biggest stages.”

“This partnership connects TikTok’s cultural energy and creator community with the unmatched scale and reach of iHeartMedia,” said iHeartMedia president, COO, and CFO Rich Bressler.

“We’re giving creators access to the biggest audio platforms in America – creating new ways to tell stories, entertain, and build deeper connections with fans. Together, we’re combining our vast networks to deliver relevant content on a massive scale. It’s a win for creators, fans, and brands alike,” the nearly 13-year iHeart vet finished.

“At TikTok,” added TikTok global head of media and licensing partnerships Dan Page, “empowering creativity and connecting communities are at the heart of everything we do. This partnership with iHeartMedia opens up exciting new opportunities for creators and brands to reach wider audiences, collaborate across platforms and extend their creativity beyond the TikTok platform.

“Together, we’re amplifying the connection between artists, creators and our community through the shared power of cross platform storytelling,” concluded the TikTok exec of five years.