TikTok and Samsung elevate home-grown talents at Singapore Night Festival 2024

Inaugural TikTok Rising concert at Singapore's largest nocturnal festival spotlights home-grown talents

The first-ever TikTok Rising concert, organised by TikTok, the world's leading destination for short-form mobile videos and supported by Samsung Electronics Singapore, was held on 29 August as part of Singapore Night Festival 2024.

Featuring Haven (@theonlyhaven), Jean Seizure (@jeanseizure), Josh Makazo (@joshmakazo), Nathan Hartono (@nathanhartonoxy), Sezairi (@sadboysezzles), and Shazza (@shazza.wav) - the 3.5-hour long showcase offered the artistes a "live" platform to connect with fans in-person, as well as on TikTok. A backstage all-access hosted by Singapore content creator and livestreamer Denise Teo (@supercatkei) was also made available on Samsung Singapore's account.

As a platform for music discovery, TikTok's mission is to amplify the voices of Singaporean musicians, enabling them to share their stories on a global stage.

"TikTok is more than a platform; it's a community where artists can show up authentically, connect with fans and be discovered by new audiences," said Christo Putra, Artist Services Lead at TikTok, Southeast Asia. "TikTok Rising exemplifies this by bridging online and real-life experiences, connecting musicians with their audiences in innovative ways. Our collaboration with Samsung for the Singapore Night Festival introduces a unique gig experience that breaks free from traditional stages, allowing for a more intimate connection between performers and fans. We're excited to extend our support to these local talents and contribute to the vibrancy of the local music scene."

In tandem, Samsung Electronics Singapore has been working closely with local artists and content creators to provide opportunities for young talents to shine through its platform. Its #TeamGalaxy programme has offered local content creators the opportunity to grow their presence with the help of Galaxy devices over the years. As lead sponsor of Singapore Night Festival, Samsung is not only bringing Galaxy AI to visitors by enhancing photo and video experiences at selected installations with the latest Galaxy Z Fold6 and Z Flip6, but also a unique online and offline touchpoint through TikTok Rising where individuals can uncover great "Made in Singapore" music.

"At Samsung, we truly believe in bringing people and communities together through technology. Mobile innovations have changed the way we discover and consume content, and through this platform, we hope to provide the canvas for more local talents to showcase their creative ingenuity and to reach more audiences on social media and beyond - with the help of our Galaxy offerings and the immense reach of TikTok," said Lynn Chong, Head of Brand Marketing, Mobile eXperience, Samsung Electronics Singapore.

Growing Artist Visibility with TikTok and Samsung

Artist visibility and engagement are priorities for TikTok, achieved through various features aimed at enhancing discoverability. TikTok's vibrant hashtag culture plays a significant role in music discovery, with hashtags like #NewMusicgarnering 86.7 billion views and becoming go-to destination for discovering new releases and previews from artists worldwide. Additionally, the #TunesofSGhashtag is curated specifically for local musicians, encouraging them to share their work and connect with a broader audience.

Reflecting on her music journey, Havenhighlighted that TikTok has deepened interaction with her fans, and allowed her to engage with them in ways that were not possible before, significantly enhancing her connection with fans and bolstering her musical career. She shared, "It's a lot more intimate. Previously, I could only talk to people through private messages and comments, but now it's even more personal as I get to reply to their comments through a video or hop on a TikTok LIVE and talk to them." The recent promotion of Haven's single "No Hard Feelings" on TikTok has allowed this track to reach over 8.8 million streams across all streaming platforms.

Singer-songwriter Josh Makazoemphasised how TikTok has been pivotal in promoting his music and expanding his audience reach. "Thanks to TikTok, I've been able to reach audiences that I might not have connected with through traditional channels. The platform has helped my music cross into different demographics and regions, which has influenced how I think about my strategy moving forward. It has grown from a regional to global mindset." He also attributed the success of his track "half of my heart," which gained 2.3 million streams in just 60 days after going viral, to the platform.

TikTok's commitment to celebrating local music goes beyond the TikTok Rising campaign. The platform fosters connections between artists and fans, providing a space for genuine engagement and community building. To discover more about TikTok Rising and explore the diverse world of Singaporean talent on TikTok, click here.

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