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How is TikTok changing the music industry?

How can we create authentic, engaging content that connects with a short-form-loving audience? TikTok is shaking up music creation and discovery by providing new ways for artists to build communities around their music. In this session, we discuss the future of music consumption; how TikTok is focusing on serving musicians' needs but also how radios adapt to keep up with people’s love of short-form content, in music and beyond.

This online event is part of the Music and Radio 60-minute sessions organized by the EBU Music Unit.


Aled Haydn Jones, Head of BBC Radio 1


Parastoo Saeidi, Digital Producer, Swedish Radio P3 
Sheema Siddiqi, Artist Community Manager, TikTok UK 
Ed Watson, Social Media Producer, BBC Radio 1