TikTok ventures into live music with In The Mix festival

US – TikTok is breaking into the live music scene with its inaugural In The Mix festival, which will feature an impressive line-up including Cardi B, Niall Horan, Anitta and Charlie Puth, along with emerging artists and surprise guests. In The Mix will also showcase talents from TikTok’s Elevate programme.

This new branded festival will come to life at Sloan Park in Mesa, Arizona, on 10 December 2024, and will be globally streamed via TikTok Live. It aims to bring the TikTok community’s creative and communal spirit to a live event, with activities inspired by top trends on the platform.

In a press release, Paul Hourican, TikTok’s global head of music partnerships and programming, emphasised TikTok’s unique blend of music, creativity and community. He also explained that In The Mix is designed to transform the digital For You feed into a tangible experience for both in-person and online audiences, aligning with the platform’s vision for a music-focused global community. The launch of In The Mix also highlights the fervent enthusiasm with which audiences are willing to engage with in-person events, as revealed in our Great Concert Comeback Op-ed.