TikTok has announce a strategic partnership with Candle Media, the IP-driven company behind Hello Sunshine and Moonbug Entertainment. TikTok said the deal will “leverage Candle Media’s storytelling capabilities across its business units to launch new and inspiring premium content and branded entertainment.”
The platform said that the partnership “would create opportunities for independent underrepresented TikTok creators, using creator-driven stories, trends, and ideas to contribute to the creative process, with the potential to scale further over time.”
Candle, which also owns digital publisher ATTN and Latin-focused Exile Content Studio, will work with TikTok to develop custom creative opportunities for brand-centric storytelling, which will then be brought to the world’s largest brand advertisers through TikTok. Additionally, Candle Media – which has over 600 million followers across social platforms, will become a TikTok Pulse Premiere publisher, allowing advertisers to purchase advertisements directly adjacent to Candle content.
A key element of the collaboration will be a programme with Hello Sunshine – a media company founded by Reese Witherspoon, and acquired in 2021 by Candle Media. This collaboration will uncover underrepresented independent authors and literary material from the vibrant #BookTok community, with the authors then supporting the development of premium film, TV, and premium audio projects.
With over 147 billion views to-date, #BookTok is one of the most prominent communities on TikTok, and has driven discovery and off-platform sales of new authors and their work. Together, TikTok and Hello Sunshine will support emerging literary talent by giving them the opportunity to bring their stories to the world.
Kevin Mayer & Tom Staggs, Candle Media co-Founders and co-CEOs, said: “TikTok continues to experience explosive growth, and has become a critical platform for storytelling and marketing. We are thrilled to work with the TikTok team to create compelling branded content, and for Hello Sunshine to shine a light on the thriving #BookTok community, which is home to a new generation of storytellers.”
Nicole Iacopetti, global head of content, TikTok added: “We are always looking for new ways to support the success and growth of our creator community, both on and off-platform. We are delighted to partner with Candle Media, which has a proven track record of elevating women’s voices and amplifying their stories.”
