Samsung: StemDrop

Sound is critical to the TikTok experience. And over the past few years, we have seen countless musicians find their fame through posting their music on the platform.

And in October 2022, Samsung partnered with TikTok to launch StemDrop, a new international music discovery format that will revolutionise global music collaboration, democratise music production and give all music creators a never-before-seen platform to showcase their talent to the world.

So to help with the launch, we created a four-part content series to spotlight four TikTok musicians who blew up on the app, sharing the story of their come up and how tech played a role — with this all being fronted by music legend Nile Rodgers. The episodes lived on YouTube, supported by an ecosystem of bite-sized social content on owned and talent channels.