Kevin Mayer and Tom Staggs’ Candle Media has struck a partnership with TikTok, with an preliminary concentrate on Reese Witherspoon’s Howdy Sunshine to uncover underrepresented unbiased authors and literary materials from the #BookTok group.
Unveiled as we speak at Cannes Lions, TikTok mentioned it’ll “leverage Candle Media’s storytelling capabilities throughout its enterprise models to launch new and provoking premium content material and branded leisure.”
That may start with the Candle-owned Howdy Sunshine ingredient of the partnership, because the pair mine TikTok for authors to help the event of premium movie, TV and premium audio initiatives, thereby “elevating and amplifying underrepresented storytellers and bringing their tales to life,” Oscar-winner Witherspoon mentioned.
#BookTok is among the most outstanding communities on TikTok and the Chinese language-owned social platform can even sponsor the following chapter of Howdy Sunshine’s LitUp Author Fellowship program, giving underrepresented feminine storytellers funding, mentorship, and advertising and marketing.
Candle Media, which additionally owns Cocomelon maker Moonbug Leisure, digital writer ATTN and Latin-focused Exile Content material Studio, mentioned it has 600 million followers throughout social platforms and can turn out to be a TikTok Pulse Premiere writer.
“TikTok continues to expertise explosive progress, and has turn out to be a important platform for storytelling and advertising and marketing,” mentioned Mayer and Staggs. “We’re thrilled to work with the TikTok group to create compelling branded content material, and for Howdy Sunshine to shine a light-weight on the thriving #BookTok group, which is residence to a brand new era of storytellers.”
In 2020, former Disney exec Mayer briefly ran TikTok and was COO of Chinese language mum or dad Bytedance however he give up after simply three months, with experiences citing the affect of Donald Trump ordering Bytedance to promote its U.S. operations, which by no means got here to fruition.
The Cannes Lions advert market is going down in France this week, with talks from Kevin Hart, Jeffrey Katzenberg and Michael Johnson.
