Short-form video that doesn't lead anywhere is the most dangerous thing I've seen the music business face in a long time," said YouTube's music boss Lyor Cohen recently. The comment wasn’t just a dig at TikTok, but in support of YouTube’s ‘Shorts’ feature and the ability for this to tie in to the YouTube Music app (and track those journeys). Maybe TikTok listened, because this week, they tested a direct integration with Apple Music. It takes the form of an 'Add song' button shown when people are watching videos that contain music. Tapping it brings up an 'Add songs from TikTok to your preferred music app' pane, currently with one option: Apple Music. For now, this is a test, with no confirmed date for a full rollout – but it could be a very important tool for music artists to drive listeners to their music in an easy way. MusicAlly have the scoop.
TikTok tests a direct music-streaming integration with Apple Music.
22, May, 2023