The popular app is testing a new artist discovery tool/program in Japan and Korea.
TikTok has launched a new artist discovery program called "Spotlight" that will give independent artists a direct line to the app's legion of content-hungry users. The core element of the program will be a dedicated channel for unsigned artists to submit their music, making it available to TikTok users who could then parlay the track in potentially meme-making/spreading short-form videos.
"The launch of [Spotlight] helps TikTok discover hidden talent and cultivate the latest hits, and better enables rising musicians to gain exposure," the company said in a press release.
Arguably, TikTok's biggest success story in the artist discovery department has been Lil Nas X, whose "Old Town Road" surged in memes on the social media platform after users began uploading millions of clips of the country-trap song, coupled with the hashtag #oldtownroad. The song made its Hot 100 debut less than a month ago, landing at No. 83, and has climbed steadily to its current perch of No. 15.