A partnership between the Music Managers Forum in the U.K. and TikTok will provide training and education for its 850 manager members. The aim is to open new opportunities on the platform for the thousands of music makers and creators they represent.

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

MMF CEO Annabella Coldrick said: “Watching artists and music makers pick up and experiment with new technologies is always fascinating, but TikTok’s impact has been truly phenomenal. I believe this partnership will deliver deep and lasting value to our membership and the talent they represent.”

TikTok, downloaded more than 2b times globally, and is playing an increasingly key role in U.K. artist campaigns. Notable 2020 campaigns that have helped bring songs to new audiences include the 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).

“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,” Paul Hourican, Head of Music Operations U.K. at TikTok, added.