TIKTOK HOLDS FIRST MUSIC TAKEOVER WEEKEND

TikTok will hold its first Music Takeover Weekend from Friday through Sunday with Ellie Goulding, Anne-Marie and Mr Eazi.

For three days, the in-app activations will be focused on providing behind-the-scenes access to the artists beginning at 6pm in the U.K., 1pm ET and 10am PT. TikTok creators Holly H, Mr Tov and Love Islander Luke Trotman will go live with the artists nightly using TikTok Live’s Co-Host feature. Each chat will peel back the curtain on the life of a music artist, from tour stories to music production tips.

The artists' favorite tracks, latest releases, and songs that have inspired them will be posted on Discover and Sounds pages.

“This weekend is all about putting music center stage on TikTok, helping our community hear personal stories from their favorite artists, while also giving them access to iconic tracks to inspire new creative outputs on the platform,” TikTok UK Head of Music Operations Paul Hourican said. “Music has always been at the heart of TikTok and we can’t wait to see how our community responds to this weekend takeover.”