TikTok is increasing its function in music and creator-driven content material with the launch of a brand new stay podcast sequence, TikTok In The Combine, in keeping with a report from Selection. The sequence will debut Thursday, Dec. 11, with Demi Lovato as its first featured visitor.
The podcast is structured as a four-episode season of stay, 30-minute conversations with main artists and can stream instantly on TikTok’s official account. In line with Selection, the venture will likely be produced and sponsored by T-Cell.
TikTok will let customers share feeds in DMs
Lovato’s episode will likely be hosted by Trackstar founder Jack Coyne and can embody a dialogue concerning the making of her newest album, It is Not That Deep. The looks may even characteristic a section known as the “Sales space of Reality,” the place Lovato breaks down the which means behind choose lyrics, in addition to a second addressing hypothesis a couple of potential collaboration with Zara Larsson. TikTok executives talking to Selection say that the brand new sequence is designed to strengthen the platform’s connection between artists and followers.
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The stay podcast push additionally aligns with TikTok’s broader effort to maintain customers engaged for longer intervals by increasing past short-form video. In current months, the corporate launched a spread of recent options designed to boost retention and person expertise, together with well-being instruments reminiscent of an in-app affirmation journal, guided respiratory workouts, meditation prompts, and soothing background sounds.
TikTok has framed these updates as a part of an effort to enhance person security and psychological well being — significantly for youthful customers — whereas encouraging folks to spend extra time throughout the app’s ecosystem moderately than turning to exterior platforms.
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