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After shutting down its standalone music streaming offering TikTok Music, the popular social video platform is doubling down on its “Add to Music” discovery integration with major streaming services. The feature allows users to seamlessly save songs they discover on TikTok directly to playlists on partners like Apple Music, Amazon Music, and Spotify.
Now, South Korean service Melon is joining the party, letting its users access the viral music hits flowing through TikTok. By integrating more local providers, TikTok aims to strengthen cross-promotional discovery worldwide as people migrate sounds between apps.
Per Michael Kümmerle, the early adoption of Add to Music has been promising. The feature streamlines serendipitous moments on the platform into permanent additions to streaming collections. Rather than fleeting viral spells, it cultivates sustained fandom and follow-through streams after initial exposure. Quantifying engagement so far remains elusive, but qualitative feedback indicates the option resonates with video-dependent music fans.
As music discovery grows increasingly visual, stakeholders must find balanced solutions. TikTok prioritizes creators while facilitating legitimate consumption via streaming. Fans get easy access to discovery without barriers, respecting artists via proper channels. Streamers also benefit from new audience pathways, a win-win showcase for all. How effectively this model scales global patterns long-term will impact the industry’s mobile-first, on-demand future.
Collaborations like the Melon link create synergy between previously siloed ecosystems. Whether casually scrolling or intently following favorite sounds, the option to seamlessly import fleeting favorites strengthens connectivity between services.
