Little doubt TikTok’s respiratory a sigh of reduction that it was capable of set up a brand new copyright cope with UMG simply in time for Billie Eilish’s newest album launch.

As a result of evidently, it’s eager to make use of Eilish’s recognition, particularly, to spark extra engagement within the app.

The platform has at this time introduced a brand new “Fan Highlight” for artists, with Eilish because the mannequin, which is able to present extra methods for musicians to immediate engagement with followers within the app, serving to to maximise their attain.

As defined by TikTok:

“Fan Highlight is a brand new artist-first characteristic which permits artists to showcase their favorite fan movies on their music tab. An artist can select to showcase as much as 5 of their favorite fan movies at a time, by ‘pinning’ them to the highest of their music tab as a ‘Fan Highlight’. If a video is chosen as a ‘Fan Highlight’ by the artist, the creator will obtain a notification. The video will then stay pinned to the highest of the artist’s music tab for as much as 7 days, after which the artist can select to pin new fan movies.”

Which could possibly be an effective way to spark extra engagement with music followers within the app, with customers capable of get recognition from the artists that they love, by posting tribute movies, and serving to to unfold the phrase about their releases.

That types a major promo cycle, including extra incentive for fan movies, that are then amplified by artists, inspiring extra content material all through the app. And with TikTok now taking part in a key position in music discovery, that could possibly be a strong draw for extra musicians to make TikTok a spotlight.

Although in an effort to try this, TikTok must even have license to make use of their music, which, for a number of months, wasn’t potential for a lot of on account of a dispute between TikTok and UMG. Billie Eilish is a UMG artist, as is Taylor Swift, amongst many others, and each TikTok and UMG stood to lose out on all of this promotional potential whereas their disagreement dragged on.

However now, the music can play once more within the app, which is able to imply that much more artists will be capable of use this feature to assist promote their music, and generate extra engagement amongst followers within the app.

I imply, at the least till TikTok will get banned within the U.S. However that’s an entire different factor.