TikTok Partners with Ticketing Company AXS to Enable Artists to Add Links to Upcoming Concerts in Their Videos

TikTok has inked a partnership with the global ticketing company AXS. Certified artists in the US, UK, Sweden, and Australia can now add a link to their videos before publishing, allowing viewers to click to learn more and purchase tickets on AXS.

Why It Matters: Similar to its existing partnership with Ticketmaster, artists can leverage this new feature to promote and drive sales for live concerts, which is more convenient. Because of TikTok's powerful discovery engine for music and the potential for any video an artist puts out to go viral, integrations can help artists sell ticket inventory with new and existing fans outside of traditional promotions.

With TikTok's riff with Universal Music Group (UMG), the platform continues to push forward with its music initiatives. On the other end, UMG is also pushing ahead, recently expanding its partnership with Spotify to give its artists the ability to upload music videos and access new promotional tools and social features.