TikTok has introduced a new feature in collaboration with Apple Music that allows users in select countries to stream full-length songs directly within the TikTok app, contingent on their Apple Music subscription. This beta feature, known as ‘Play Full Song’, enhances music discovery on TikTok by enabling users to access complete tracks without leaving the app, thereby generating royalties for the music rights holders.
The ‘Play Full Song’ button activates a full-screen player that identifies the source as Apple Music. This feature builds on TikTok’s previous ‘Add to Music App’ function, which facilitated the addition of discovered tracks to users’ streaming libraries but required them to switch apps for full playback. The integration utilizes Apple’s MusicKit APIs, thus ensuring that all streams are processed through Apple Music.
Currently, the ‘Play Full Song’ feature is undergoing testing in multiple countries, excluding major markets such as the US, UK, and European territories. TikTok’s strategy appears to be focused on enhancing its value proposition to the music industry and artists, as it seeks to streamline the user experience from discovering music on TikTok to engaging with it on streaming platforms.
In addition to ‘Play Full Song’, TikTok is also beta-testing a ‘Listening Party’ feature, allowing artists to host album listening events within the app. Fans can engage in real-time discussions while listening together, although full tracks will only be accessible to Apple Music subscribers. There is potential for future collaborations with other streaming services and the integration of e-commerce features, which could further enhance artist-fan interactions on the platform.
