Video platform TikTok has linked up with the charity Youth Music to help promote its work supporting emerging musical talent. The short-form mobile video platform is to sponsor and promote the charity’s inaugural Youth Music Awards. This will see Youth Music launch its own channel on TikTok to showcase eleven tracks shortlisted for the award scheme’s original track accolade. The finalists have been selected by a judging panel that includes Rag ‘n’ Bone Man, George the Poet and Anna Calvi. > See also: TikTok raising funds for Blue Cross through pet video campaign It is hoped the link up will boost voting among the public for the winner. Voting is through the charity’s website and closes on 30 September. The winner of the original track award gets support in recording and releasing the track by a major music label.
Matt Griffiths, Youth Music Chief Executive Officer, said: “We’re completely thrilled at Youth Music to partner with TikTok helping young musicians and their original tracks reach a wider audience. “We both firmly believe in the importance of creative expression and supporting young people’s lives in music, so I look forward to our partnership going from strength to strength.” Farhad Zand, Head of Music Partnerships TikTok Europe added: “We are excited to collaborate with Youth Music, in supporting these young musicians and bringing their talent to life. > See also: Popstar RayBLK helps charity’s music tech intiative “In addition to the winning prize, we are also providing these young musicians with a platform to connect with music fans all over the world whilst giving them the reach and exposure that they need to succeed as an artist.” The charity link up is being further promoted through a #MusicShapedMe competition for the TikTok community. This launches in October for one week. Youth Music supports 350 music projects across England.