SiriusXM Launches TikTok Radio - Viral Hits & TikTok Stars

TikTok Takes to the Airwaves with SiriusXM Radio Channel

Popular songs originating on TikTok, such as Dr. Dog’s “Where’d All the Time Go?” and Bo Burnham’s “Bezos I,” may now find a new home on your radio. SiriusXM has recently unveiled a dedicated TikTok Radio channel, featuring TikTok creators as its hosts.

A Radio Experience Inspired by the 'For You' Page

The new station is intentionally designed to emulate the experience of scrolling through TikTok’s personalized “For You” feed, but in audio format, according to SiriusXM. This aims to replicate the platform’s discovery-focused approach on a traditional radio platform.

Influencers and the Channel Launch

SiriusXM, which also owns Pandora, initially announced the channel in May. The announcement was accompanied by curated playlists on Pandora, created by prominent TikTok influencers. Bella Poarch, known for her widely-liked lipsync video to Millie B’s “Soph Aspin Send [M to the B],” was among those featured.

Reaching a Younger Demographic

This partnership with TikTok is a strategic move by SiriusXM to attract a younger audience. DJ Habibeats (@djhabibeats) and DJ CONST (@erinconstantineofficial) will broadcast live on TikTok while simultaneously DJing on TikTok Radio each week.

Weekly Countdown and Artist Appearances

Additional creator hosts, including Billy (@8illy), Cat Haley (@itscathaley), HINDZ (@hindzsight), Lamar Dawson (@dirrtykingofpop), and Taylor Cassidy (@taylorcassidyj), will present “The TikTok Radio Trending Ten.” This weekly segment will highlight the songs currently gaining traction on TikTok. During the launch week, artists like Ed Sheeran, Lil Nas X, and Normani are scheduled to make appearances on the station.

TikTok's Impact on the Music Industry

Music plays a pivotal role in TikTok’s culture, frequently influencing the Billboard charts. Fleetwood Mac’s “Rumours,” initially released in 1978, experienced a resurgence in popularity, re-entering the top 10 Billboard albums in 2020 due to its viral presence on TikTok.

Even parodies, such as a Fortnite-themed rendition of Estelle’s “American Boy” – originally uploaded to YouTube in 2018 – have found success through the platform.

Statements from TikTok and SiriusXM

“We’re so excited to launch TikTok Radio on SiriusXM,” stated Ole Obermann, TikTok’s global head of Music. “This provides artists and creators with access to new audiences.”

Obermann continued, “SiriusXM subscribers will now have a new avenue for discovering the latest music trends and experiencing tomorrow’s rising stars. The channel effectively translates the vibrant, joy-filled music culture of TikTok into an all-audio experience.”

Subscriber Numbers and Streaming Competition

While SiriusXM’s subscriber base has grown by 34% year-over-year, it remains smaller compared to streaming giants like Spotify, which boasts 165 million paid users.

As of Q2 of this year, SiriusXM reported 34.5 million subscribers – its highest number to date. However, Apple Music and Amazon Music each report nearly double that figure. Pandora currently has 6.5 million paid subscribers.

Over recent years, SiriusXM and Pandora have forged partnerships with companies like SoundCloud, Simplecast, and Stitcher to enhance their competitiveness in both music and podcast streaming.

Other Streaming Services Respond

Other streaming platforms have also recognized the demand among TikTok’s Gen Z audience for full-length versions of viral songs. Both Apple Music and Spotify offer curated playlists featuring “viral hits.” However, a dedicated satellite music channel represents a more comprehensive approach to this trend.

This new channel signifies a significant step in bridging the gap between short-form video content and traditional radio broadcasting.