TikTok has introduced a new feature that allows users in select countries to stream full-length songs directly within the app, contingent upon a subscription to Apple Music. This initiative is currently in beta and aims to enhance the music discovery experience on TikTok by enabling users to listen to complete tracks without navigating away from the platform.
The ‘Play Full Song’ feature provides a seamless transition from discovering music on TikTok to streaming it in full, utilizing Apple Music’s MusicKit APIs. This integration ensures that all streams generated through the feature will contribute to royalty payments, aligning with standard practices for music streaming services. Previously, TikTok’s ‘Add to Music App’ feature required users to switch to their respective streaming platforms to listen to full tracks, highlighting a significant advancement in user experience.
In addition to the ‘Play Full Song’ feature, TikTok is also beta-testing a ‘Listening Party’ functionality that allows artists to host communal listening sessions for their fans. This feature enables real-time interaction, allowing artists to engage with their audience through messages while fans can chat and participate in challenges to unlock additional content. While non-subscribers can join these parties, they will be limited to listening to clips rather than full tracks.
This move represents a strategic pivot for TikTok, which previously attempted to launch its own music service before refocusing on collaborations with existing streaming platforms. The introduction of these features aligns with TikTok’s broader efforts to create value for the music industry and enhance artist-fan interactions, further solidifying its role as a key player in music promotion and discovery.
