TikTok Launches Emerging Artist Program 'Elevate'

After inadvertently launching the careers of numerous artists, TikTok is attempting to do it on purpose with its new program, "Elevate." The program will work directly with emerging artists who have been rising on TikTok, highlighting them on the video platform and in the real world.

Who's involved? The inaugural "Elevate" class includes six artists from various global markets — CHINCHILLA, Sam Barber, Omar Courtz, Isabel La Rosa, Kaliii and Lu Kala. During the program, which will run through October, TikTok will provide the creators with resources including early access to new features and will support them on the app's official social handles.

How does it work? "Elevate" will see the artists share new content and updates on upcoming music releases. It will also give fans a closer looks at the evolution of the artist's careers on TikTok and through TikTok's social handles. Additionally, TikTok will deliver "exclusive performances from each artist in their favorite hometown locations that inspired their music" including Canada, Georgia, Maryland, Missouri, Puerto Rico, and the United Kingdom.

What are they saying? "Elevate speaks to the heart of TikTok and our commitment to honor and empower the diverse talent on the platform," shared Rachel Dunham, North America artist partnerships lead at TikTok. "As the destination for music discovery, we are so excited to provide artists with meaningful support on and off TikTok to help them find long-term success in the music industry."