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TikTok and Candle Media Announce Strategic Partnership in the United States
TikTok and Candle Media Announce Strategic Partnership in the United States
TikTok and Candle Media have announced a strategic partnership in the United States. This partnership aims to leverage Candle Media's storytelling capabilities to create new and inspiring premium content and branded entertainment. It also aims to provide opportunities for independent and underrepresented TikTok creators to contribute to the creative process.
Candle Media, which includes Hello Sunshine, ATTN, Exile Content Studio, and Moonbug Entertainment, will collaborate with TikTok to develop custom creative opportunities for brand-centric storytelling. These opportunities will be presented to the world's largest brand advertisers through TikTok. Additionally, Candle Media will become a TikTok Pulse Premiere publisher, allowing advertisers to purchase advertisements directly adjacent to Candle content and enabling Candle to participate in the revenue generated.
A key aspect of this partnership is a program with Hello Sunshine, a media company founded by Reese Witherspoon and acquired by Candle Media in 2021. This collaboration aims to discover underrepresented independent authors and literary material from the #BookTok community on TikTok. The authors will then support the development of premium film, TV, and audio projects. The #BookTok community on TikTok has gained significant popularity, reigniting interest in reading and driving discovery and sales of new authors and their work.
TikTok and Hello Sunshine will continue to support emerging literary talent by providing them with the opportunity to share their unique stories with the world. As part of the partnership, TikTok will sponsor the next chapter of Hello Sunshine's LitUp Writer Fellowship Program, providing funding, mentorship, and marketing support to underrepresented women storytellers. The program can be followed on the @ReesesBookClub TikTok channel.
Kevin Mayer and Tom Staggs, Co-Founders and Co-CEOs of Candle Media, expressed their excitement about working with TikTok to create compelling branded content and to highlight the thriving #BookTok community. Reese Witherspoon, Co-Founder of Hello Sunshine, also expressed her enthusiasm for collaborating with TikTok and the #BookTok community to amplify underrepresented storytellers.
Nicole Iacopetti, Global Head of Content at TikTok, stated that the partnership with Candle Media, particularly Hello Sunshine, aligns with TikTok's commitment to supporting the success and growth of its creator community. The program aims to empower new storytellers and elevate women's voices.
Overall, this partnership between TikTok and Candle Media aims to create engaging content, support underrepresented creators, and promote diverse storytelling.