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MOBO announces TikTok partnership for next phase of its MOBO UnSung programme
By Chris Cooke | Published on Thursday 20 April 2023
The MOBO organisation has announced a new partnership with TikTok as part of its talent development programme MOBO UnSung.
Emerging artists will be able to put themselves forward as possible contenders for the MOBO Unsung ‘Class Of 2023’ via the TikTok app, and the music-makers that get through to the programme will also get specialist support from TikTok’s artist platform SoundOn.
The wider scheme is also still being supported by Marshall, the PRS Foundation and the MOBO Help Musicians Fund. Artists can also apply to take part in the programme via this form.
Says MOBO CEO Kanya King: “We are delighted to launch this unique collaboration and partnership with TikTok’s SoundOn to open up access to MOBO Unsung through its incredible platform. Through this partnership, we aim to grow the offering to the final ten artists, with an absolutely unbeatable industry leading talent development programme across a year, with additional services provided by SoundOn”.
Meanwhile, Nichal Sethi, Head Of Artist Services UK at TikTok, adds: “SoundOn is hugely excited to be partnering with MOBO UnSung, using the power of TikTok to give the Class Of 2023 an even bigger stage to showcase their talent. For many years, the MOBO UnSung programme has unearthed some of the best British talent through the programme, serving as a valuable platform for emerging artists breaking into the industry”.
“Together with Marshall and the PRS Foundation, we’re excited to give emerging British talent the platform it deserves, helping new and independent artists share their music with a global community”, he goes on. “As SoundOn supports so many emerging independent artists to build their careers, the partnership felt like a natural fit and we’re really excited to see how the programme unfolds”.
