See Where Music Takes You

TikTok has partnered with AKQA’s São Paulo studio AKQA Casa to launch its first-ever large-scale campaign dedicated to the music experience on TikTok: "See Where Music Takes You."
“See Where Music Takes You” is an immersive campaign that reinforces TikTok’s role as the world’s leading destination for music discovery and cultural connection. As well as being a platform which helps fans discover their new favourite artists and tracks, TikTok invites users to shape music trends in real time - reviving classics, launching breakout artists, and creating viral moments that resonate globally. The campaign celebrates TikTok’s transformative power to turn everyday listeners into active participants in music culture, amplified by features like 'Add to Music App', which helps you save music you discover on TikTok to your favorite music streaming service, making discovery feel personal, intuitive, and endlessly shareable.
At the heart of this campaign is TikTok’s undeniable influence on the global music landscape. Since the global launch of the 'Add to Music App' in 2024, the feature has been used to save over a billion tracks to music streaming services - and generated billions more streams - cementing its role as the industry's engine driving music discovery and engagement. In fact, 84% of all songs that entered the Billboard Global 200 Chart last year first gained traction on TikTok.
The campaign spotlights how TikTok users are music superfans, connecting with each other through content, discovering emerging talent, fueling viral hits, and outspending the average listener on merchandise and paid streaming. It’s more than a platform - it’s where music movements begin.
AKQA led the campaign concept, tagline development, and the creation of supporting digital and social assets, along with a hero film directed by Nabil Elderkin, known for his work with prominent artists such as Dua Lipa, Tyla and Kendrick Lamar. The campaign features Ravyn Lenae’s hit “Love Me Not” which takes center stage in the campaign, having gone viral on TikTok, launching her career and propelling her into the charts worldwide.
Renato Zandoná, CCO AKQA, said: "We are incredibly proud to have partnered with TikTok on this project. This campaign isn't just about showcasing music; it's about illustrating the profound, interactive relationship users create with music on TikTok. We aimed to capture the unique energy of the platform – where a sound can spark a global trend, and every user can be a part of shaping music culture. It's a testament to TikTok's innovative spirit and its commitment to fostering genuine connection through sound."
Zuber Mohammed, Global Head of Consumer Marketing at TikTok, said: "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. 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."
"See Where Music Takes You" marks a significant milestone for TikTok, reinforcing its commitment to being the ultimate destination for music discovery and a vibrant ecosystem where music is not just consumed, but created, shared, and lived.
"See Where Music Takes You" launches today on TikTok, Instagram, Facebook, and YouTube.