Social media platform TikTok has partnered with ticketing and entertainment company CTS Eventim to bring the experience of German festivals Rock am Ring and Deichbrand to fans globally.
Artists and creators will share experiences from backstage with fans that make up the TikTok community.
The partnership will include hashtag campaigns and an official playlist for Rock am Ring as well as Deichbrand. Live footage will also be available on TikTok, with fans able to watch six hours of festival performances directly from the stages. There will also be an exclusive TikTok lounge for creators to share backstage stories.
Michael Kümmerle, head of music operations at TikTok, said: “TikTok already plays an important role in connecting musicians with their fans in an authentic and unique way. We are particularly excited by the opportunity to combine our strength in this area with great live experiences to bring music to life as never before on our platform.
“The all-round package of engaging live experiences, festival footage beyond the stage and bespoke content from artists provides the foundation for a new entertainment experience on TikTok.”
Dr Frithjof Pils, managing director of Eventim Live, said: “We look forward to finally bringing together the latest digital innovations in the music industry from the past two years with outstanding festivals and concerts. By partnering with TikTok, we are adding a global community to the festival audience so that even more people can enjoy the return of live music.
“Our partnership with TikTok represents another milestone for Eventim Brand Connect, which is responsible for brand partnerships, media marketing and sponsorships at CTS Eventim. We aim to massively grow this business segment in the near future.”
CTS Eventim recently teamed up with streaming service RTL+ to livestream Rock am Ring, which takes place at the Nurburgring race track in June, for free.