TIPS Music Ltd has inked a direct deal with TikTok, a move designed to bring the label’s popular and diverse music catalogue to a global audience. The partnership primarily focuses on engaging Non-Resident Indians (NRIs) and expatriates outside India and China, leveraging TikTok’s massive international user base, The Financial Express has reported.

TIPS MD Kumar Taurani expressed excitement about this collaboration, noting the increasing consumption of Indian music on global platforms. “We have seen an increased consumption of Indian music globally. Several existing TikTok trends hold testament to it. This partnership with ByteDance marks an important step in expanding the global footprint and engagement of TIPS Music,” he stated.

TIPS Music highlighted the strategic importance of this collaboration in meeting the rising demand for Indian music across international markets. By integrating its music library with TikTok, the label aims to boost music discovery and expand its audience base.