For the upcoming Billboard Music Awards, TikTok invites fans to vote for three awards, featuring many nominees that have gone viral on its platform.
From October 1-14, TikTok users can vote in three categories for the Billboard Music Awards. The fan-voted categories include the Billboard Chart Achievement Award, Top Social Artist Award, and Top Collaboration Award. TikTok is the primary voting platform for fan selections, showing just how large a part music and musical artists play on the platform. Many of the nominated artists have found success on TikTok, such as Mariah Carey, who participates in the viral dance challenges, Luke Combs, who posts TikTok videos of his songwriting process, and Harry Styles, whose songs often go viral on the platform. As users feel connected to these artists on TikTok, they could be more inclined to participate in the voting campaign. The collaboration could also build loyalty with users and encourage them to spend more time on the app, whether it be by watching their favorite artist’s videos or voting for the awards.
TikTok has become known for its unique, musical collaborations with brands like Chipotle and e.l.f. Cosmetics, though brands from all industries have turned to it for a chance to engage some of its 60% Gen Z user base, according to a Gartner report. Partnering with the Billboard Music Awards marks TikTok’s latest departure from traditional marketing initiatives. By working with a strictly music organization like Billboard, TikTok signals a boost in the role music plays on the platform. After narrowly avoiding a ban in the U.S. last month, working with Billboard could help TikTok give users a reason to continue using the app and inspire other brands to continue working with the app. As for Billboard, a collaboration with TikTok provides an opportunity to engage young, musically immersed users while still keeping the awards show top of mind. By helping TikTok users feel like a part of the show, Billboard could grow its own legion of fans on the app and prime itself for future partnerships.
Though TikTok recently rolled out its own election platform, it’s now asking fans to participate in a different kind of voting. By working with the Billboard Music Awards, TikTok could double down on the importance of music on its app and engage users in a new, interactive way.