Indie music festival All Things Go has become a major player in the crowded festival circuit since launching in 2014. And this year, All Things Go continued to break new ground thanks to a partnership with TikTok.
The festival, held this year from Sept. 25–27, has built its reputation on booking women and LGBTQ+ acts, a rarity in a festival landscape where women typically make up roughly 21%-22% of major-lineup performers, and LGBTQ+ and nonbinary artists account for an even smaller percentage.
This year’s All Things Go lineup included Zara Larsson, Hayley Williams, and Mitski. Those names pull attention and ticket sales already, but the festival’s appeal is additionally built for discovery. With every act playing the same stage, undercard artists get a level of exposure they might not have dreamed of.
With that in mind, the festival took visibility to another level this year by introducing a new partnership with TikTok LIVE through its Music on Stage platform. Throughout the month of August, music acts could use the #MusicOnStage hashtag to submit an original performance video to enter a global competition, with the winner receiving a spot to perform at All Things Go.
From TikTok LIVE to festival stage
TikTok has sold itself as a place where new talent gets found. It’s helped push emerging actors like Maya Boyd, who will play Storm in the new X-Men, and breakout musicians like PinkPantheress and Sombr into the spotlight. With All Things Go, however, TikTok built a direct bridge from the app to a real-world stage, turning what the platform claims to do every day into something actually tangible.
The overall goal of the partnership with All Things Go, as well as the competition, was to turn audience-building into career-building.
“On TikTok LIVE, emerging artists are building real communities and connecting with global audiences in real time, turning everyday moments into the foundation of a career,” said Shen Gao, head of LIVE operations, Americas at TikTok. “Through Music on Stage, our partnership with All Things Go Music Festival gives creators the chance to share the stage alongside some of the biggest names in music, elevating their artistic journeys and giving them a platform to showcase their talent on one of music’s fastest-growing festivals.”
