CTS Eventim and TikTok will partner on two German festivals, Rock am Ring (June 3-5) and Deichbrand (July 21-24).
The partnership will include hashtag campaigns and an official playlist for both festivals. In addition, a total of six hours of live footage of the various acts will be available on TikTok directly from the stages of both events.
“Popular creators will also share backstage experiences from the exclusive TikTok lounge with their communities,” according to today’s partnership announcement.
After a two years of forced downtime due to the coronavirus crisis, Rock am Ring festival at the Nürburgring in Germany’s Eifel region is finally back, with headliners including Green Day, Muse and Volbeat, June 3-5. A total of 70 acts are lined up, including Placebo, Måneskin, Marteria, Beatsteaks, Jan Delay & Disko No. 1, The Offspring, Korn, Deftones, and Scooter.
The Deichbrand festival, July 21-24 at Sea-Airport Cuxhaven/Nordhol, features Kraftklub, Steve Aoki, and Trettmann as headliners. Also taking to the stage will be Apache 207, Bausa, Bilderbuch, Capital Bra, Clueso, Dropkick Murphys, H-Blockx, Mavi Phoenix, Milky Chance, Nightwish, Provinz, and Sido. More than 90 acts are booked to play at Deichbrand 2022, which like Rock am Ring was cancelled over the last two years due to the pandemic.
Commenting on the TikTok partnership, Dr Frithjof Pils, managing director of Eventim Live said, “We look forward to finally bringing together the latest digital innovations in the music industry from the past two years with outstanding festivals and concerts. By partnering with TikTok, we are adding a global community to the festival audience so that even more people can enjoy the return of live music. Our partnership with TikTok represents another milestone for Eventim Brand Connect, which is responsible for brand partnerships, media marketing and sponsorships at CTS Eventim. We aim to massively grow this business segment in the near future.”
Michael Kümmerle, head of music operations at TikTok, added, “TikTok already plays an important role in connecting musicians with their fans in an authentic and unique way. We are particularly excited by the opportunity to combine our strength in this area with great live experiences to bring music to life as never before on our platform. The all-round package of engaging live experiences, festival footage beyond the stage and bespoke content from artists provides the foundation for a new entertainment experience on TikTok.”