Classical music on TikTok – and how non-pop music is reaching a new audience, with TikTok's Darina Connolly, Head of Artist & Label Partnerships, and Label Partnerships Manager Lisa Skeppner

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Ep. 121: We speak to two people from TikTok who have helped turn classical music into viral content. TikTok has captured the attention of people in every area of the music industry, who now look to the short-video app for A&R, marketing, music discovery, audience-building and fan-nurturing. Darina Connolly, Head of Artist & Label Partnerships, talks about TikTok’s direction and strategy, and she’s joined by Label Partnerships Manager Lisa Skeppner, who is one of the go-to TikTok people when it comes to classical music. Music Ally's Editor Joe Sparrow asks them what it is about classical music that holds users’ attentions – is it the song, the performance, the context of the song’s use, or the artists themselves? And what can non-classical artists learn for how they use TikTok?

We talk to Darina and Lisa about how classical music has connected on TikTok, and the impact on classical artists – and also they talk more widely about what it means for users to be discovering new “old" music this way – and what the longer-term impacts of that are beyond short-term spikes in attention around novel genres.

TikTok Artist Handbook: newsroom.tiktok.com/en-gb/uk-artist-handbook-supporting-artists-to-get-the-most-out-of-tiktok

Sade - No Ordinary Love: youtube.com/watch?v=_WcWHZc8s2I

ABBA – Gimme Gimme Gimme: youtube.com/watch?v=XEjLoHdbVeE

Peas: Most peas eaten using a cocktail stick in 30 seconds

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