Boomplay and TikTok Partner to Amplify African Music

Africa-facing music streaming and download company Boomplay and global short-form video hosting service TikTok have announced a partnership to promote African music. The partnership will see the two platforms cross-promote trending content on both platforms via mutual playlists and content discovery.

As part of the partnership, Boomplay will now host a playlist of TikTok trending sounds, while TikTok will have Boomplay’s top songs as part of its discovery and sound pages. This will allow users of both platforms to discover new music and connect with African artists.

TikTok is hugely popular across sub-Saharan Africa with a thriving community using our platform to share their love of music, sport, comedy, trends, fashion and the diverse culture that makes the region so unique. With this partnership with Boomplay, we look to encourage our creative community to continue to use African music as the soundtrack for great content development while celebrating and taking African musicians to the world.

Boniswa Sidwaba, TikTok’s head of content programming for sub-Saharan Africa

The partnership is also expected to help African artists reach a wider audience. TikTok has over 1.06 billion monthly active users (MAUs), making it one of the most popular social media platforms in the world. By being featured on TikTok, African artists will have the opportunity to showcase their music to a global audience.

Boomplay continues to expand its strategic partnerships with global brands to offer artists creative and innovative channels to access their target audience while providing extensions for content promotion. We are very excited to partner with TikTok, one of the largest and fastest growing platforms in the entertainment tech industry, with great creation properties perfectly suited to the music community.

Paul Azumah-Ayitey, Public Relations Manager – Boomplay.

Boomplay and TikTok are both committed to promoting African music. This partnership is a significant step in their shared goal of making African music more accessible and popular around the world.