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TikTok introduces Donation Stickers to support Help Musicians' COVID-19 response efforts




  • Help Musicians among the first charity beneficiaries in the world with dedicated donation stickers on TikTok to allow users to support its fundraising appeals
  • TikTok to match users’ donations until 27 May
  • Donations to go towards Help Musicians' ongoing hardship funding for musicians affected by coronavirus

 

TikTok has today announced the launch of Donation Stickers, a new in-app donation feature that creators can include in their videos and livestreams to raise funds for the charities and causes they care most about.

Help Musicians (@HelpMusicians) is one of the first UK charities to have dedicated donation stickers in this initial launch. Available in select countries, Donation Stickers are clickable donation buttons that can be embedded directly in videos and TikTok LIVEs, just like other stickers on the platform. When a user clicks the Donation Sticker, they’ll be guided to a window where they can quickly and easily submit a donation without having to leave the app. Donation Stickers are enabled in-app by Tiltify, a well-established fundraising platform which will process and manage user donations securely. Only users 18+ are able to donate.

All donations will go towards the charity’s ongoing hardship funding for musicians affected by coronavirus.

Following the UK’s lockdown announcement, many musicians instantly lost the majority of their income with festivals and gigs cancelled, and recording and rehearsal spaces closed. Help Musicians has already received and processed 17,000 applications to its Hardship Fund in just two weeks. As it moves into the next phase of its support package, these vital funds will provide a lifeline to those suffering hardship through lost earning potential.

Globally, TikTok will be matching users' donations made through Donation Stickers, beginning from today through to the 27 May 2020. All fundraising will go towards the Help Musicians and select charities from around the world, participating in this initial launch.

This contribution builds on TikTok’s wider support for the music industry, having recently donated US$2m to MusiCares®, an organization supporting artists, songwriters, technicians, crew, and other music professionals whose livelihoods have been severely impacted as a result of cancelled performances and work.

Paul Hourican, Head of Music Operations UK, TikTok said: “With gigs cancelled and venues closed, there's no doubt that artists have been hugely impacted by the coronavirus pandemic. Connecting artists and their music with fans has always been at the heart of TikTok, so we wanted to do our bit to help them access the support they need to get them through this crisis. By working with Help Musicians, we hope that the collective contribution from TikTok and our community will play a part in preserving the UK's vibrant and diverse music industry in these challenging times."

James Ainscough, CEO, Help Musicians said: “We are delighted to be supported by TikTok at a time when musicians and music creators need us more than ever. Phase one of our hardship support, The Help Musicians Coronavirus Financial Hardship Fund, received and processed 17,000 applications, which begins to highlight the scale of the issue. As well as further hardship funding and new creative funding opportunities, we will be working hard to provide musicians with mental health support (the Music Minds Matter helpline plus new wellbeing resources) and structured business advice to ensure that musicians can continue to grow their income in the long term.  We have seen incredible collaboration in the music industry and it is with fundraising such as this that we can continue to make a meaningful difference to musicians when they need us most.”

Fabian Marshall-Tierney, drummer and Help Musicians beneficiary said: “As a self-employed freelancer, suddenly having all work cancelled without the option of being furloughed was quite a shock. A lot of musicians, such as myself, rely on festival season and touring to make up the majority of their income so having that taken away for the foreseeable future is quite daunting. I was able to receive a grant from Help Musicians which really was a life saver – The Help Musicians Coronavirus Financial Hardship Fund was integral to being able to stay in London and make the best of a terrible situation.”

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