Photo: Mustafa Murat Kaynak / Anadolu Agency
TikTok Donates $2 Million To MusiCares' COVID-19 Relief Fund: "We Want To Help Support The Community That Keeps Us Entertained"
TikTok, the viral video-sharing social media app, is stepping in to support the artist and creative community that thrives on the platform. Today (April 9), the company donated $2 million to MusiCares' COVID-19 Relief Fund, which provides help to the people and professionals in the music industry affected by the coronavirus disease (COVID-19) pandemic and the subsequent cancellation of multiple music festivals and events and venue closures.
"At TikTok, creativity is our heartbeat. And music is often part of many forms of self-expression that we see on TikTok; often in the background of hilarious moments, cinematic storylines, and for dropping like it's hot," Corey Sheridan, head of music partnerships and content operations for TikTok US, wrote in a statement. "We know that musicians, artists, and those working in the industry have seen countless gigs canceled because of this pandemic. And we want to help support the community that keeps us entertained. Today we donated $2M to MusiCares®, an organization supporting artists, songwriters, technicians, crew, and other music professionals whose livelihoods have been severely impacted as a result of cancelled performances and work. While we know this won't replace being on tour, we hope it can help working artists and music industry professionals through this challenging time."
The donation is part of TikTok's larger charity initiative toward COVID-19 relief efforts, which includes $250 million in cash contributions to aid healthcare workers and their needs; diverse communities, including musicians, artists, nurses, educators, and families; and education and creative professionals, including educators, professional experts and nonprofits.
TikTok is also donating $125 million worth of advertising credits on the platform, which includes $100 million in ad credits for small- and medium-sized businesses (SMBs) as well as $25 million in prominent in-feed ad space to nongovernmental organizations (NGOs), health sources and local authorities who are informing users on important health issues and practices related to the coronavirus pandemic and beyond.
Altogether, TikTok's coronavirus aid donations total a whopping $375 million.
"COVID-19 is giving all of us a new perspective, and in the face of this unprecedented crisis, we are collectively seeking moments of joy and inspiration," TikTok President Alex Zhu said in a statement. "Sometimes that means dancing and having fun where we can. Sometimes that means experiencing the comfort and warmth that comes through simple human connection in the face of adversity. The TikTok community is uplifting one another, caring for one another, and lending a hand to one another. This may be a serious time, but on TikTok it can still be joyful – and deeply inspiring.
"We are committed to playing our part in that global outpouring of mutual support and giving. We want to magnify all we are seeing across our community and translate it into concrete relief for those most affected by this crisis."
Since the coronavirus pandemic virtually shut down the global concert and live events industry in early March, TikTok has become a go-to resource for musicians and artists to connect with fans experiencing isolation and social distancing. Several major artists, including Alicia Keys, Megan Thee Stallion, Dolly Parton and many others, have taken to TikTok to host digital at-home concerts and other various online projects. Teens and young users, for their part, are using TikTok to cope with the coronavirus pandemic and to create unique self-isolation content.
TikTok itself has launched its own digital initiatives to help users deal with the COVID-19 pandemic, including the #HappyatHome: Live! livestreaming series and the newly launched Live Sessions series in the U.K.