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Photo Credit: TikTok
TikTok has introduced its first major global ad campaign dedicated specifically to music discovery, titled “See Where Music Takes You.” The ad blitz comes at a time when the platform is still technically banned in the United States—though the deadline for enforcement of that ban has been extended several times.
TikTok hopes the ambitious advertising campaign will continue to showcase the platform as the world’s leading hub for music discovery. At its core, TIkTok presents itself not just as a distribution platform, but as a space where fans drive viral hits, revive old classics, and engage with artists directly. A notable feature highlighted during this campaign is the ‘Add to Music App’ feature, which enables TikTok users to easily save their favorite tracks on their preferred streaming service.
The campaign’s centerpiece is Ravyn Lenae’s song “Love Me Not.” The track has become synonymous with TikTok’s hit-making power, featuring in over half a million user videos and tallying nearly 500 million streams on Spotify. Ravyn Lenae’s growing presence on the platform has surpassed 490,000 TikTok followers and illustrates how independent artists can harness TikTok’s algorithm and community to grow exponentially.
“TikTok is where music comes alive, where trends are born, and where artists and their fans connect directly with each other in truly authentic ways,” adds Zuber Mohammed, TikTok’s Global Head of Consumer Marketing. “With ‘See Where Music Takes You,’ we are celebrating the vibrant, inclusive music culture that our global community has built. This campaign reinforces our commitment to being the leading destination for music discovery and the ultimate launchpad for artists, music, and trends.”
Despite these marketing efforts, TikTok faces an uncertain path in the United States. The app is technically banned nationwide under U.S. law unless ByteDance, its parent company, divests its U.S. operations. The deadline, now set for September 17, 2025, has been postponed multiple times by President Trump.
Trump has recently stated his intent to kick the can down the road, prolonging the ban’s deadline even further. He has also stated that there would be “no liability for any company that helped keep TikTok from going dark” before his executive order extending the ban deadline. The ongoing legal and political dispute continues to cloud TikTok’s future in the U.S., even as the company moves forward with major advertising campaigns like this one.
