TikTok's Global Music Competition Heads to Grand Finale in Seoul and London

TikTok's ambitious "Music on Stage" competition, launched in July 2025, is reaching its climax with upcoming regional finals and global showcase events planned in Seoul and London. The competition represents TikTok's largest global initiative to discover and promote emerging musical talent across 23 regions.

As part of its comprehensive TikTok business marketing strategy, the social media giant's latest music discovery program differs from its U.S.-focused "Next Up: Live Music" competition by targeting a broader range of recording artists internationally, rather than focusing solely on singers. This strategic move reinforces TikTok's growing influence in the global music industry.

Competition Structure and Timeline

Regional finals will take place from August 29-31, 2025, with successful artists advancing to two major global finals events. The Asia-Pacific showcase will be held in Seoul on September 19, while London will host performers from Europe, Middle East, Africa, and the Americas on September 27.

Musicians entered the competition by posting performance videos with the hashtag #MusicOnStage. Through innovative social media marketing approaches, the platform's partnership with its music distribution service, SoundOn, offers participants opportunities to expand their reach and enhance their careers through TikTok's extensive global network.

Prize Package and Industry Opportunities

Winners will receive a comprehensive support package including:

• Professional song production services
• Publishing support through SoundOn
• Promotional backing from TikTok's platform
• A performance slot at TikTok LIVE Fest 2026

Last year's LIVE Fest featured prominent artists like Zara Larsson and was hosted by Jason Derulo, highlighting TikTok's ability to bring together established stars with emerging talent.

Impact on Music Discovery

The competition strengthens TikTok's position as a crucial platform for music discovery and artist development. By focusing on regions outside the United States, the platform is creating more opportunities for local artists to build global audiences while maintaining strong connections to their home markets. Artists looking to maximize their reach can learn advanced TikTok content management techniques to optimize their competition entries.

The competition's finale events will be livestreamed on TikTok, allowing global audiences to witness the emergence of potential future stars in real-time. For more information about TikTok's music initiatives, visit Billboard's coverage of TikTok's music industry impact.

Enhanced content features detailed competition guidelines, submission requirements, and judging criteria to provide participants with comprehensive information for successful participation.