SiriusXM wants to reach young people and, starting today, will do so through the cultural prestige of TikTok. Sirius, which owns Pandora and podcasting company Stitcher, today announced a new partnership with the social video app that will bring the music made popular by TikTok to the satellite radio provider. TikTok Radio, a new music channel, will stream trending sounds through the SiriusXM app, browser, and connected devices. Sirius says tuning in should sound like going through TikTok’s “For You” page.
It is also using the partnership to launch a new Pandora series, called TikTok Tastemakers, which will involve popular TikTok creators, such as Bella Poarch, who host and curate playlists of their favorite songs along with comments. They will also promote the shows on TikTok.
The partnership really seems to benefit both companies. TikTok gets even more brand promotion, while Sirius now has something to market for teens. Right now, the company’s most prominent deal is with Howard Stern, someone many teens probably haven’t listened to. Offering a TikTok station could make selling them a satellite radio subscription a bit easier, or at least make driving in their parents’ car more enjoyable.