iHeart launches “TikTok Radio”

New channel to air over WGCI HD-2 ; TikTok’s new life began March 13

TikTok Radio made its official move to the iHeartRadio platform on March 13, and it seems the company – which was once known as Clear Channel and earned the moniker “Cheap Channel” for its known cost-cutting and voice tracking, seems to be pouring more effort and money into TikTok Radio than SiriusXM ever did. 

For once, there are live radio personalities – well, assuming they are. The contemporary hit radio streamer will have an around-the-clock voice lineup for iHeart’s portfolio of stations, with KQBT Houston’s Ashlee Young helming the morning shift from 5 to 10 a.m. (ET), with KBIG-FM Los Angeles’ John Comouche handling middays, KMYI San Diego’s Becky Mits holding down the afternoon drive slot, and  KYLD San Francisco’s Angelina Navaraez evenings. Kayla Thomas from KIIS-FM Los Angeles handles overnights. 

One of the thirteen hosts on the channel is Chicago’s KeKe Hampton, who is part of 103.5 Kiss FM’s (WKSC-FM) The Fred Show and hosts weekend shows on WGCI-FM. Both are owned by iHeartMedia. 

And yes, there will be “influencers”, and TikTok has a ton of them – and you’ll hear them on the station. iHeart also unveiled a batch of new “creators” for its TikTok podcast network. The initial batch includes Suite 305 with Lele Pons, Caroline’s Closet with fashion editor Caroline Vazzana, and two sports podcasts from creators Clifford Taylor IV and Tim Martin. The new TikTok channel on iHeart is “TikTok’s discovery engine and cultural impact with iHeart’s programming expertise and trusted personalities to give fans a new way to listen to their favorite artists’ full tracks while diving deeper into the stories, trends, and moments that turned them into a cultural phenomenon.”

“This next chapter of our multiplatform partnership with TikTok unlocks the full power of both ecosystems – creators, broadcast radio, podcasts, live moments, and social – all working together in real time,” said iHeart’s Chief Programming Officer Tom Poleman in a statement. “From live broadcasts at SXSW (which they broadcast from on March 13 to launch this new venture) to creator-led podcasts and trend-driven radio programming, we’re merging the best of our platforms to amplify creators, elevate emerging voices, and deliver fans a 360-degree experience across audio, video, and live moments.”

New features on TikTok radio include Hacks On The:20s (twenty minutes past every hour); On The Verge, spotlighting new songs on the verge of breaking through; New Music Fridays, which showcases new songs on Fridays (well, duh);  and Behind-The-Charts, counting down the ten most-streamed songs on TikTok. 

“We couldn’t be more excited to launch TikTok Radio and introduce our inaugural slate of hosts for the TikTok Podcast Network,” said TikTok Global Head of Media and Licensing Partnerships Dan Page. “At TikTok, empowering creators to turn their passions into lasting careers is core to everything we do, and this partnership unlocks powerful new opportunities for them to expand their voices across radio, podcasts, and live moments, while connecting with fans in new ways.”

TikTok Radio announced it would move to iHeart’s platform on November 10, after SiriusXM ended its bare-bones version on November 19. In the United States, national security concerns are forcing the China-based owner of TikTok, ByteDance, to divest the social media platform to a new joint venture, with ByteDance’s stake reduced to 19 percent, Oracle’s at 15 percent, and hedge funds owning the rest. The U.S. company was established on January 22. 

Unlike the subscription-based SiriusXM, the new iHeart version is free for everyone on the iHeart Radio app, with a terrestrial radio presence on iHeart’s 28 HD subchannels, including WGCI-HD 2 Chicago. Other clearances include New York, Los Angeles, Dallas, Philadelphia, Atlanta, San Francisco, and Austin, Tex. It also gains a promotional platform through iHeart’s massive radio station network. 

First listen

A sampling of TikTok Radio on Monday featured songs you would typically find on your local contemporary hit radio station (e.g., Kiss 103.5 FM) or Sirius Hits 1. In between the songs, the Life Hacks segments at twenty past the hour were actually useful (on laundry, cooking, and even how to use salt). There was a short segment on how to shop at the TikTok Shop, as you likely hear about what deals are available (there was a segment on Sunday about…tires), so expect a lot of product pitching. 

Since TikTok reshaped the music industry, many songs are shorter than the typical four-minute length seen in the 1970s. 1980s, and 1990s as singles. So it’s no surprise eleven tunes were crammed into 45 minutes. 

Here’s what was played on Monday, March 16 in the 3:00 p.m to 3:45 p.m CT time frame: 

End of Beginning – Dio

E-85 – Dan Toliver

Positions- Ariana Grande

Sue Me – Audrey Hobert

Die On This Hill – Sienna Spiro

Elizabeth Taylor – Taylor Swift

(Life hack: A talk about salt. Yes, really.)

Chanel – Tyla 

Hold My Hand – Jess Glynee (not a Hootie & The Blowfish cover)

I Just Might – Bruno Mars (this was played two hours earlier)

Dying For You – Charlie XCX

(Shopping tips at the TikTok Shop)

Best I Ever Had – Drake

TikTok Radio’s presentation was polished, solid, and good. With more audience interaction from influencers, iHeart’s version is likely to connect better with younger audiences than SiriusXM, which is expensive and out of reach for its core demographic. Of course, TikTok Radio now being free helps out a lot.