21 May 2020

The Music Managers Forum (MMF) is delighted to announce an Associate partnership with TikTok, the world’s leading destination for short-form mobile video. 

TikTok MMF Partnership Announcement ImageOur Associate Programme enables artist-focussed music services to build direct relationships with the MMF’s network of more than 850 UK-based managers, promoting in-depth training and education to open up new and innovative opportunities for the thousands of music makers and creators they represent. 

With TikTok downloaded more than 2bn times globally*, the platform has been playing an increasingly key role in UK artist campaigns, helping them connect with global audiences – particularly through the COVID-19 lockdown – and helping drive their business forward. 

Notable 2020 successes include Young T & Bugsey #dontrushchallenge (2K Management), Aitch #rainchallenge (NQ), Robyn #onmyown (DEF Management), Låpsley #womenwhowow (September Management), Years & Years #breathechallenge (YMU Group) and Little Mix #BUSStayHome (Modest! Management). These collaborations on TikTok have helped drive these songs up the charts or raise awareness of new tracks with a global audience.

Paul HouricanIncreasingly more and more artists representing the broad diversity and vibrancy of the UK Music Scene are using the platform, including Gorillaz, Nina Nesbitt, Mabel, Robyn, Tinie, Dodie and more.

Activities already planned under the Associate partnership include access to best practice resources on TikTok for MMF members, exclusive virtual training sessions co-hosted by TikTok and leading UK managers, and an in-person event in London, likely to be Autumn 2020, once social distancing measures are eased.

The first event for MMF members will take place on 16 June, as part of the MMF’s ‘Virtual Manager Meetup’ series. This webinar will provide an introduction to the platform and best practice, in particular how artists can promote their music and engage with fans on TikTok.

Annabella Coldrick, CEO, MMF said:  

“Watching artists and music makers pick up and experiment with new technologies is always fascinating, but TikTok’s impact has been truly phenomenal. The MMF is delighted to have them onboard as an Associate, particularly at such a challenging time, and I believe this partnership will deliver deep and lasting value to our membership and the talent they represent.”    

Paul Hourican, Head of Music Operations UK, TikTok said: 

“TikTok’s mission is to inspire creativity and bring joy to our users – and artists and their music have been a central part of this creative process since the app launched. We’re looking forward to working with the MMF to help managers make the most of our platform and connect artists with TikTok’s global audience, expanding the ways in which they can continue to creatively engage with fans, create lasting connections and drive success in all areas of their work.”

A number of MMF members have also welcomed the partnership:

Michael Adex, CEO, NQ said:

“TikTok has played a big part in Aitch’s current campaign for his single Rain and our #rainchallenge. It’s important managers can fully understand the technologies that underpin their artist’s business, which is why this partnership with MMF sounds so exciting.”

Vicky Dowdall, Founder, VDM Music said:

“It’s exciting to see the MMF partnering with TikTok in this way and opening up a direct line of communication with music managers. TikTok has been an exciting medium for Nina Nesbitt to meaningfully connect with her fans and I look forward to seeing how these kinds of creative links can be built upon and strengthened in the future.”

Sammy Andrews, Founder, Deviate Digital:

“The MMF’s Associate Programme enables music managers to better understand new and disruptive technologies such as TikTok. That’s an incredibly important role for a trade body, especially in the present circumstances, and as a board member I look forward to seeing results of the education and training programme at the heart of this partnership.”

About the MMF:

Since its inception in 1992, the Music Managers Forum (The MMF) has worked hard to educate, inform and represent UK managers as well as offering a network through which managers can share experiences, opportunities and information.

Our membership currently stands at more than 850 managers based in the UK with global businesses and a wider network of over 2,700 managers in the USA.

Current MMF initiatives include:

  • The Accelerator Programme for Music Managers – a groundbreaking funding and training initiative launched in partnership with YouTube Music, Arts Council England and the Scottish Music Industries Association
  • Dissecting The Digital Dollar – a series of publications to help artists and their managers better understand the streaming business.
  • The FanFair Alliance campaign to reform the UK’s secondary ticketing market

The MMF is a founding member of UK Music, the European Music Managers Alliance (EMMA) and the Council of Music Makers (CMM). 

About TikTok:

TikTok is the leading destination for short-form mobile video. Our mission is to inspire creativity and bring joy. TikTok has global offices including Los Angeles, Silicon Valley, New York, London, Paris, Berlin, Dubai, Mumbai, Singapore, Jakarta, Seoul, and Tokyo. 

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