Record label

Identifying the importance of emerging social media platforms


Our global client wanted to better understand the importance of TikTok among young Americans, aged 13-24.

Of particular importance was understanding the relationship between TikTok and music; the role of music in TikTok and TikTok’s influence on music discovery.


Our research enabled our client to make decisions on how TikTok is used by the company and its artists and also to inform discussions with the platform.

Our method

We recruited regular users of TikTok, including a significant cohort of young, often harder to reach, voices, to a week-long online community. An online community allowed our team to generate in-depth insights and facilitate an ongoing dialogue with the key target audience.