TikTok, the leading destination for short-form mobile video, is partnering with Youth Music as they launch their very first Youth Music Awards which will recognise and give exposure to emerging musical talent.

TikTok partners with youth music to support upcoming music talentTikTok is proud to be giving young musicians global reach on its platform while raising awareness of the fantastic work developed by Youth Music, the UK’s leading music charity.

As part of this collaboration, Youth Music is launching a channel on TikTok to showcase the eleven songs shortlisted for the ‘Original Track Award’. These finalists were hand-selected by the Youth Music Awards judging panel, which includes music industry figures such as Rag ‘n’ Bone Man, Octavian, George the Poet, Anna Calvi, DJs, presenters, producers and more.

The voting is open until the 30th of September via the Youth Music website. The winners will be announced at a 16 October ceremony taking place at Battersea Arts Centre, London. The ‘Original Track Award’ winner will receive a once in a lifetime music package that includes the opportunity to finalise the winning track at a world-class recording studio, as well as a music video to promote the song and the release of the track by a major music label.

Matt Griffiths, the CEO of Youth Music said:

“We’re completely thrilled at Youth Music to partner with TikTok helping young musicians and their original tracks reach a wider audience. We both firmly believe in the importance of creative expression and supporting young people’s lives in music, so I look forward to our partnership going from strength to strength.”

Farhad Zand, Head of Music Partnerships TikTok Europe said:

“We are excited to collaborate with Youth Music, in supporting these young musicians and bringing their talent to life. In addition to the winning prize, we are also providing these young musicians with a platform to connect with music fans all over the world whilst giving them the reach and exposure that they need to succeed as an artist.”

Youth Music will invite the TikTok community to join the hashtag challenge, #MusicShapedMe, featuring the 11 nominated tracks, that will be available on TikTok to inspire and accompany the videos. This challenge will launch on the 17th of October and will be live for one week.

Music is an intrinsic part of TikTok since its inception and the platform has enabled artists to promote their music to a global audience, build a strong and engaged fanbase and have the potential to break a song. TikTok empowers new music talent to be discovered and create unprecedented viral trends such as the now-famous ‘Old Town Road’. With the support of the TikTok community, Lil Nas X went from an aspiring artist to stardom, securing a record deal and reaching the top of the Billboard charts.

TikTok partners with youth music to support upcoming music talentEach year Youth Music supports over 350 music projects across England by investing in music-making projects where they are really needed. The charity offers many opportunities for young people interested in music, particularly those who don’t get to make music because of who they are, where they live, or what they are going through.

As TikTok continues to be one of the most downloaded apps in the world, the company is committed to creating a home for creative expression by collaborating with not-for-profit organisations to support creativity and expression whilst bringing added value to the local community.