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TIPS Music Ltd, one of India’s leading music labels, has entered into a direct, strategic partnership with TikTok to promote its extensive music library on the popular short-form video platform. This collaboration will enable TikTok users, including Non-Resident Indians (NRIs) and expatriates, to access and engage with TIPS Music’s vast collection of over 31,000 songs.
The agreement between TIPS Music and TikTok aims to meet the growing global demand for Indian music. TikTok users across multiple regions will now have seamless access to TIPS Music’s diverse library, which spans genres from Bollywood classics to regional language hits. This initiative strengthens the cultural connection between Indian music and audiences worldwide.
Kumar Taurani, Managing Director of TIPS Music Ltd, said, "We’ve witnessed a surge in the global consumption of Indian music, and TikTok trends are a testament to that. This direct partnership with ByteDance is a significant step in expanding TIPS Music’s global presence and user engagement. TikTok’s massive user base will help enhance the discovery of our music, and I would like to thank TikTok and our CEO, Mr. Hari Nair, for making this direct deal possible.”
TIPS Music’s strategy continues to bridge traditional music with new-age platforms, ensuring greater accessibility and promoting the universal appeal of Indian music on a global scale.
