TikTok Launches Global Music Competition with London Finals
TikTok has announced Music On Stage ’25, a new global competition designed to spotlight emerging artists on TikTok LIVE. Spanning 23 regions, the contest will culminate with the EMEA & AMS Global Finals in London on 27 September, offering UK artists a major opportunity to break through on a global stage.
Unlike TikTok’s previous “Next Up: Live Music” contest in the US, Music On Stage ’25 will feature head-to-head Take the Stage battles. Artists will progress through audience votes, virtual gifts, and judges’ bonus points, with Regional Finals running 29–31 August before the London showdown.
The competition will be hosted by Sam Ryder, the British artist who rose to fame on TikTok before representing the UK at Eurovision.
Winners will receive production support, publishing deals, and promotional backing through TikTok’s distribution platform SoundOn, as well as performance slots at TikTok Live Fest 2026. Last year’s London edition featured major acts including Zara Larsson and was hosted by Jason Derulo.
Nichal Sethi, Head of SoundOn EMEA, said:
“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.”
TikTok’s 2024 Music Impact Report revealed that 84% of songs reaching Billboard’s Global 200 first went viral on TikTok, underlining the platform’s power in music discovery. For UK artists, Music On Stage ’25 offers not just exposure but a direct route to career development in today’s digital-first music industry.
