Why You Should Care
TikTok just flipped the script on how emerging artists hit the big time. Meet Music On Stage ’25 a live-streamed, global music competition opening doors for creators around the world. With regional face-offs and finals in Seoul and London, it’s where real-time fan power meets industry momentum. Let’s break down how TikTok is reshaping the talent pipeline.
What’s Changing About Music Discovery
TikTok isn’t just about short videos anymore it’s becoming a main stage. Music On Stage ’25 runs across 23 regions and invites artists performing on TikTok LIVE to compete in “Take the Stage” battles. Winners move forward based on fan votes, gifts, plus judges’ bonus points. Regional finals drop August 29–31, followed by Global Finals: Seoul (September 19, APAC) and London (September 27, EMEA & AMS).
This isn’t TikTok’s first rodeo. The platform recently partnered with iHeartRadio on “The Next Up: Live Music” for unsigned U.S. artists with at least 50,000 followers another live discovery push angled at building real-time connections.
Host with the Most: Why Sam Ryder Matters
Here’s what this feels like: TikTok gave Sam Ryder a global studio in users’ pockets, and now he’s returning the favor. He’ll host both global finals of Music On Stage. Ryder’s rise from posting covers during lockdown to lighting up Eurovision mirrors what TikTok wants for these creators.
“TikTok changed my life as an artist and I’m stoked to see how it can shape the lives of others. Music On Stage is all about giving that same spark of opportunity to the next wave of talent,” he said.
Big Prizes, Bigger Reach
What’s the real reward? A package that could define a career: song production, publishing, promotional backing through SoundOn (TikTok’s music distribution platform launched in 2022), and a performance slot at TikTok LIVE Fest 2026.
Let’s not forget how well TikTok is trending: their latest Music Impact Report found that 84% of songs on the Billboard Global 200 went viral first on TikTok. Another 12% went viral after charting, and only 4% didn’t have a viral moment on TikTok at all. That’s not a fluke. It’s influence.
What TikTok Officials Are Saying
TikTok’s leadership is leaning in hard.
Shen Gao, Head of LIVE Operations, Americas, calls TikTok LIVE “one of the most exciting spaces for artists,” where fans can build direct bonds with creators. He adds: “Music On Stage takes that energy global.”
Nichal Sethi, Head of SoundOn EMEA, puts it plainly: “It’s about giving talented creators the platform, tools, and audience to build long-lasting careers.”
That shift creator-focused, global-first is not marketing spin. It’s baked into their plays.
What This Really Means for the Industry
TikTok is flipping the traditional label route on its head. Artists don’t need a label, ticketed event, or physical stage they just need real-time engagement and a distinctive voice. By layering livestream competition on top of viral reach, TikTok is crafting an entirely new career path for artists.
Fans are no longer invisible they vote, give gifts, fuel momentum. And instead of one-shot virality, TikTok offers a progression: from local fans to global finals via sustained engagement. That’s powerful.
Consider this: artists who once needed managers and budgets can now elevate from a livestream with the right breakdowns in real time. And with support from SoundOn, the industry becomes leaner, faster, and more creator-centric.
Why It Matters
Music On Stage ’25 isn’t just a contest it’s a cultural moment. It signals the rise of authentic, fan-powered, globally leveled-up talent development. The question going forward: will TikTok’s model become the norm or remain the platform’s standout? In a space where creators and fans are writers of the story this is one playlist worth watching.
