SiriusXM and TikTok Forge a New Partnership

SiriusXM is expanding its presence on TikTok through a new collaboration with the popular social video platform. This partnership will introduce several initiatives, including a dedicated SiriusXM TikTok channel and TikTok-hosted playlists on Pandora.

Pandora Playlists Curated by TikTok Creators

The initial phase of this collaboration involves hosted playlists on Pandora. Beginning today, influential TikTok creators will curate and promote playlists directly to their followers on TikTok.

Bella Poarch, a TikTok sensation with 69.6 million followers, is leading the charge. She gained prominence through a viral lip-sync video and has since released her debut single, “Build a B*tch,” which has charted on Spotify’s U.S. and Global Top 50.

Her announcement regarding the playlists has already garnered significant attention, receiving 187.6K likes and 1 million views within four hours of posting.

Expanding the Creator Network

SiriusXM has designated these collaborators as “TikTok Tastemakers.” Additional creators, such as Christian Shelton and Nick Tangorra, will launch their own playlists in the coming months.

Pandora users will also have access to a continuously updated “TikTok Hits Playlist,” showcasing currently trending songs from the platform.

The Growing Influence of TikTok on Music Streaming

Pandora is not alone in recognizing TikTok’s impact on the music industry. TikTok trends are increasingly influencing Billboard charts and driving streams on platforms like Spotify.

Spotify now actively curates TikTok hits across various editorial playlists, including “Viral Hits” and “Teen Beats.” Similarly, Apple Music introduced ten new playlists last year, targeting Gen Z users with a “Viral Hits” playlist that incorporates tracks from TikTok and other social media channels.

Introducing TikTok Radio on SiriusXM

A full-time music channel, TikTok Radio, is slated to launch on SiriusXM later this summer. This channel will feature songs trending on TikTok and be presented by TikTok creators, influencers, and DJs.

The channel will be accessible across SiriusXM’s platforms, including in-vehicle systems, desktop applications, mobile devices, and connected devices.

Pandora LIVE Events on TikTok

Selected re-airings of Pandora’s original event series, Pandora LIVE, will also be available on TikTok. Pandora LIVE, which transitioned to a virtual format during the pandemic, showcases artists across diverse genres.

Recent events, such as a Women’s History Month celebration featuring Gwen Stefani and Jazmine Sullivan, have already been re-aired on TikTok, and more are planned throughout the year.

Statements from SiriusXM and TikTok

“We are excited to collaborate with TikTok to create new content that brings the vibrancy of the leading social networking service to life on live radio and our streaming platforms,” stated Scott Greenstein, SiriusXM president and chief content officer.

He further emphasized the undeniable impact of TikTok on music and pop culture, highlighting the unique opportunities for TikTok creators to engage with SiriusXM’s audience.

Ole Obermann, TikTok’s Global Head of Music, expressed enthusiasm for the partnership, stating, “We are excited to work with SiriusXM on TikTok Radio and to bring TikTok creators to Pandora to make the trends, music, and creative influences that are playing such a defining role in modern culture even more accessible.”

Strategic Implications and Future Considerations

This partnership could help SiriusXM attract a younger demographic by leveraging the popularity of TikTok creators and content. However, the integration across two separate services—SiriusXM and Pandora—may limit the full potential benefits.

Furthermore, SiriusXM faces competition from Resso, TikTok owner ByteDance’s music streaming app, which could potentially integrate TikTok’s music discovery features more seamlessly.

Despite these challenges, TikTok recognizes the value of collaborating with established music streaming services in the U.S.