IHeartMedia is partnering with TikTok to create a podcast network full of creators.
The two companies will launch the TikTok Podcast Network with a slate of up to 25 new podcasts from TikTok creators. As part of the collaboration, iHeartMedia will create co-branded podcast studios in Los Angeles, New York and Atlanta, which will include infrastructure for both podcasting and video production.
Additionally, iHeartMedia is launching TikTok Radio, a station which will pair TikTok creators with iHeartRadio personalities and will also feature popular new songs on TikTok as well as the stories behind the music.
“It’s a station where listeners will feel like they are scrolling on TikTok, but with their ears,” the companies stated.
The creators for these projects have not yet been named. The podcasts will be widely distributed by iHeartPodcasts, with highlights and clips also available on TikTok, while the radio station will be available across broadcast radio nationwide and digitally on iHeartRadio.
TikTok creators will also take part in iHeartMedia events including its iHeartRadio Music Festival and iHeartRadio Jingle Ball.
The two companies are calling this a move to drive major sponsorships and new lines of business for the creators. But it also better positions iHeartMedia to reach younger generations and for the popularity of video podcasts.
“This partnership connects TikTok’s cultural energy and creator community with the unmatched scale and reach of iHeartMedia,” said Rich Bressler, president, COO and CFO for iHeartMedia. “We’re giving creators access to the biggest audio platforms in America — creating new ways to tell stories, entertain, and build deeper connections with fans. Together, we’re combining our vast networks to deliver relevant content on a massive scale. It’s a win for creators, fans, and brands alike.”
“At TikTok, empowering creativity and connecting communities are at the heart of everything we do,” said Dan Page, global head of media and licensing partnerships, at TikTok. “This partnership with iHeartMedia opens up exciting new opportunities for creators and brands to reach wider audiences, collaborate across platforms and extend their creativity beyond the TikTok platform. Together, we’re amplifying the connection between artists, creators and our community through the shared power of cross platform storytelling.”