TikTok’s US operation is launching a new standalone app, TikTok Pro Events, which it says will “deepen community immersion during major cultural milestones”.
It’s starting with the obvious one: the men’s football World Cup, which kicks off this month in the US, Mexico and Canada
It will be the focus for the pilot of TikTok Pro Events. The app will serve up a mixture of trending videos and curated creator feeds around the tournament.
Users will be able to earn ‘stars’ by completing different tasks, and redeem them for benefits including World Cup merch and TikTok Shop vouchers. They will also be able to use their stars for charity donations.
TikTok had already announced a partnership with football body FIFA to recruit ‘creator correspondents’ for the World Cup – football-focused TikTokers from 11 countries who’ll be embedded at the tournament. Their videos will be prominent in the new app.
We’re most interested in what happens next if this pilot is a success. Which musical events might count as ‘major cultural milestones’ to get the Pro Events treatment?
High-profile awards ceremonies perhaps – the Grammys most obviously. Festivals too, maybe, although several are already tied up in deals with TikTok’s rivals: Coachella and YouTube for example.
‘ The preceding article may include information circulated by third parties ’
‘ Some details of this article were extracted from the following source musically.com ’
