TikTok LIVE unveils global competition for emerging artists, Sam Ryder joins as Music On Stage host | Talent

How will the big artists of tomorrow be discovered? Well, TikTok is doubling down on its belief that it will be their own platform with what they’re proudly proclaiming to be their “most exciting global music event yet”.

Today (August 19), TikTok has announced details of Music On Stage 2025, its first “global music competition” which will spotlight and support emerging artists and music creators on TikTok LIVE. It will give artists from 23 regions the chance to perform live, connect with new fans, and take their careers to the next level. 

An official press release stated that Music On Stage 2025 was “designed to help creators who meet TikTok LIVE’s music quality standards to grow their audiences, earn rewards through LIVE, and access career-changing opportunities, in collaboration with TikTok’s music distribution platform, SoundOn.”

TikTok LIVE is one of the most exciting spaces for artists right now as a launchpad for musical talent

Shen Gao, TikTok LIVE

But how will it work? 

Following weeks of performances, the Regional Finals will take place between August 29 – 31, bringing together the best local talent in LIVE, interactive shows. Contestants will go head-to-head in Take The Stage battles, with audience votes, small gifts, and judges’ bonus points helping decide who moves on. 

The winners of the Regional Finals will advance to the Global Finals LIVE hosted from Seoul (September 19 for APAC), and London (September 27 for EMEA & AMS).

Moreover, the event has some artists fronting it. This year’s Global Finale will be hosted by Sam Ryder and Jeon Somi. TikTok said Sam’s “journey from TikTok creator to international star makes him the perfect host for a competition dedicated to discovering the next wave of artists.”  

Speaking about the competition, Ryder said: “TikTok changed my life as an artist and I’m stoked to see how it can shape the lives of others. Music On Stage is all about giving that same spark of opportunity to the next wave of talent, and I can’t wait to watch their journeys unfold!”

Global winners will receive song production, publishing, and promotional support from SoundOn, plus the opportunity to perform at TikTok LIVE Fest in 2026. 

We can’t wait to see the incredible talent that takes the stage this year

Nichal Sethi, SoundOn EMEA

Last year’s TikTok LIVE Fest was headlined by Zara Larsson and hosted by Jason Derulo and streamed to millions via TikTok LIVE.

Shen Gao, Head of LIVE Operations, Americas at TikTok LIVE, said: “TikTok LIVE is one of the most exciting spaces for artists right now as a launchpad for musical talent. It’s where fans can connect with music in real time, share moments, and support their favourite performers directly. Music On Stage takes that energy global, and with Sam Ryder and Jeon Somi as as our hosts, we’re so excited to be bringing inspiration and opportunity to creators everywhere.”

Nichal Sethi, Head of SoundOn EMEA at TikTok, added: “Music On Stage is about more than a competition – it’s about giving talented creators the platform, tools, and audience to build long-lasting careers. At SoundOn, we’re passionate about supporting emerging artists from their very first release through to global recognition, and we can’t wait to see the incredible talent that takes the stage this year.”

The Regional Finals will stream LIVE in-app in the lead-up to the Global Finals later this year, where viewers around the world can cheer on their favourites and help crown the first-ever Music On Stage champions.

You can read Music Week’s recent interview with Toyin Mustapha, TikTok’s head of music partnerships, UK, Ireland & SSA here. 

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