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TikTok reaches out to independent music community with Friend of AIM partnership


The Association of Independent Music (AIM) has announced that TikTok is to officially become a Friend of AIM Member. The partnership connects the short form video platform with AIM's community of independent music businesses and entrepreneurs, from the most established UK independent labels and artists to the next generation of exciting talent from across the commercial and cultural spectrums.

AIM's Friend of AIM Membership allows businesses in the wider landscape to connect with, support, and do business with the UK independent music community. As part of the agreement TikTok has already partnered with AIM on a series of masterclasses for AIM Members and presented to AIM's Digital Committee – a group of the leading digital experts from the independent sector. This activity will be extended across the year with TikTok offering AIM Members help, support and access to best practice resources and expertise, as they increasingly use the platform for promotion, A&R and to super-charge music and artist discovery.

TikTok is the latest company to become a Friend of AIM, joining the growing community of businesses supporting independent music. One of the latest ways for Friends of AIM to interact with the vibrant independent sector is through AIM's Opportunities Platform – an exclusive portal offering direct opportunities from Friends of AIM for Members to grow their businesses through commercial activities and initiatives, with over 54 posted by Friends of AIM this year already. Current opportunities include AIM's exclusive BBC framework to relicense live sessions with zero advance and at a very low royalty rate, free anti-piracy services from MUSO and free digital training from Music Ally.

For over 20 years AIM has represented the UK's diverse and world leading independent music sector, which makes up a quarter of the recorded music market. Members of AIM range from the largest, most respected record labels and associated music businesses in the world to self-releasing artists, ranging from those just starting out to established names who are known the world over. 

Artists from the UK and European independent music community who have already experienced significant success on TikTok include Girl in Red (AWAL), Nina Nesbitt (Cooking Vinyl), Bicep (Ninja Tune) and Lauv (AWAL).

Paul Pacifico, CEO of AIM said: "We're delighted to be connecting TikTok with the independent music sector through this partnership. Music is now an integral part of TikTok's identity with many independent artists already boasting huge success on the platform. It is very positive to see TikTok's willingness to engage and interact with our world-leading sector to help to ensure that our community of digitally-savvy creative entrepreneurs can leverage the platform effectively for successful campaigns."

Paul Hourican Head of Music Operations at TikTok commented: "Our users are consistently inspired by the music and artists from the independent music community and we are delighted with how they have embraced TikTok.  This partnership underlines our support and commitment and will enable ever closer links, future partnerships and even more standout music campaigns with the community AIM represents."

Lewis Newson, Head of Digital at Cooking Vinyl said: "TikTok has rapidly become a wholly unique channel of discovery for artists new & old.

Nina's success on the platform shows what can be achieved when an artist dives in & truly understands how to communicate with their fanbase, with results that speak for themselves.

This new AIM partnership is an exciting opportunity for the independent community to deepen our relationship with TikTok & create many more success stories for our artists."

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