Christopher BarrettInternational electronic music festival brand Tomorrowland has announced TikTok has become its official content partner.
Co-founded by Michiel Beers in 2005, the Tomorrowland festival in Boom, Belgium, has grown to become one of the most successful electronic music festivals in the world, regularly attracting around 400,000 people from more than 200 countries.
Tomorrowland said the deal will see the social media platform provide 24/7 festival live streams, behind-the-scenes access, artist and creator collaborations, and interactive fan experiences.
Set to take place over the weekends of 18-20 July and 25-27 July, with around 600 artists performing across 16 stages, Tomorrowland will feature headliners including Armin van Buuren, Charlotte De Witte, Martin Garrix, Swedish House Mafia and David Guetta.
Tomorrowland has around 7 million followers on TikTok. It said posts using the #Tomorrowland hashtag have been viewed more than 10 billion times, and TikTok’s Tomorrowland 2023 festival live stream was viewed by 16m people.
TikTok users worldwide will be able to access live streams of headline acts, creator-led content, and a dedicated #Tomorrowland in-app hub. SoundOn, TikTok’s music distribution and promotion service, is partnering with Tomorrowland’s label Tomorrowland Music to host a songwriting camp ahead of the festival. It said artists from both labels will collaborate, write and release original music to soundtrack the activities happening on and off the TikTok platform during both weekends. The songs will be performed live onstage at Tomorrowland, and released and distributed by SoundOn.
The year-long partnership will also see TikTok work with Tomorrowland’s slate of live music properties, which include Unity at Sphere, Tomorrowland Brazil and Tomorrowland Winter.
TikTok global head of music partnership development Michael Kümmerle said, “We are thrilled to once again to partner with Tomorrowland to bring the best of dance music to the global TikTok community of electronic music lovers, this time for the whole year. We are also delighted that, for the first time, we are now offering brands the opportunity to become part of the Tomorrowland partnership on TikTok, and to partner with TikTok and all of Tomorrowland’s iconic events.”