See Where Music Takes You

Insight

Discovery is a catalyst for human connection and cultural shifts.

Today, that journey happens on a global stage, in real time on TikTok. It’s where classics are rediscovered, emerging artists find their audience and unknown tracks can become overnight phenomenon. TikTok is for active listening, it’s a living space where trends are born, spread and take on collective meaning.

Idea

TikTok’s first campaign dedicated to its music experience.

See Where Music Takes You, directed by Nabil Elderkin, champions the platform as a driving force for musical discovery and cultural connection. It transports viewers through a series of worlds, each reflecting a different facet of TikTok’s music experience, from the rush of uncovering a new track to the collective energy of joining a global fandom. The narrative highlights how TikTok transforms everyday listeners into active participants in music culture, forging connections between people and songs that feel personal, intuitive, and endlessly shareable.

The campaign’s soundtrack, Ravyn Lenae’s Love Me Not, is a real-world example of the discoverability TikTok celebrates. The song gained organic traction on the platform, went viral, crossed borders and climbed international charts, launching Ravyn’s career. Its modern, emotive sound amplifies the film’s energy, while its journey showcases TikTok’s ability to launch talent and spark global music movements.

Impact

The ultimate destination to discover, create and share music.

Since the rollout of the Add to Music app in 2024, TikTok has collected over one billion song saves. In the past year, 84% of songs that entered the Billboard Global 200 first gained momentum on the platform. See Where Music Takes You cements TikTok as the platform that strengthens ties between artists, labels, and fans, empowering every visitor to become an active force in shaping music culture.