An Africa-facing music streaming and download platform, Boomplay, has announced a partnership with the global short videos brand, TikTok.

This collaboration aims to promote trending content through mutual playlists and content discovery.

Boomplay will host a playlist featuring TikTok trending sounds, while TikTok will include Boomplay's top songs on its discovery and sound pages.

The playlists, TikTokPicks and BoomplayPicks, will showcase the top trending songs from both platforms each week, with TikTok's list focusing on user-created content and popular songs.

By merging the worlds of music and creativity, Boomplay and TikTok aim to connect artists, creators, and fans, providing them with expanded reach and opportunities.

Through shared custom-curated playlists, the partnership will bring African rhythm, dance, and storytelling to a wider audience.

“Boomplay continues to expand its strategic partnerships with global brands to offer artists creative and innovative channels to access their target audience while providing extensions for content promotion. We are very excited to partner with TikTok, one of the largest and fastest growing platforms in the entertainment tech industry, with great creation properties perfectly suited to the music community,” said Paul Azumah-Ayitey, Public Relations Manager at Boomplay.

Commenting on the partnership, Boniswa Sidwaba, TikTok’s Head of Content Programming for Sub-Saharan Africa said, “TikTok is hugely popular across Sub-Saharan Africa with a thriving community using our platform to share their love of music, sport, comedy, trends, fashion and the diverse culture that makes the region so unique. With this partnership with Boomplay, we look to encourage our creative community to continue to use African music as the soundtrack for great content development while celebrating and taking African musicians to the world.”

Boomplay and TikTok are optimistic about the success of their partnership as they aim to amplify trending sounds to their ever-expanding user bases.

With millions of users already engaging with content on both platforms, this collaboration will enable creators and content owners to directly interact with their target audience in a creative, fun, and meaningful manner, particularly highlighting African music.

By leveraging the strengths of both platforms, Boomplay and TikTok aspire to enhance the user experience and provide a platform for African artists and creators to showcase their talent to a wider audience.

The partnership aims to foster a more engaging and interactive environment, where users can immerse themselves in the diverse and vibrant African music scene.