TikTok partners with Candle Media and backs Reese Witherspoon's search for 'underrepresented storytellers'
Kevin Mayer and Tom Staggs' Candle Media have partnered with TikTok, with an initial focus on Reese Witherspoon's Hello Sunshine to discover underrepresented independent authors and literary material from the #BookTok community.
Unveiled today at Cannes Lions, TikTok said it will "harness the storytelling capabilities of Candle Media across all of its business units to launch inspiring new premium content and branded entertainment."
It will start with the partnership's Candle-owned Hello Sunshine item, as the pair leverage TikTok to authors to support the development of premium film, television and audio projects, "thus elevating and amplifying underrepresented storytellers and bringing their stories to life," said Oscar winner Witherspoon.
#BookTok is one of the largest communities on TikTok and the Chinese-owned social platform will also sponsor the next chapter of Hello Sunshine's LitUp Writer Fellowship program, which provides underrepresented female storytellers with funding, mentorship and marketing.
Candle Media, which also owns Cocomelon maker Moonbug Entertainment, l Latin-focused digital publisher ATTN and Exile Content Studio said it has 600 million followers on social platforms and will become a TikTok Pulse Premiere publisher.
"TikTok continues to experience explosive growth and has become an essential platform for storytelling and marketing," Mayer and Staggs said. "We're excited to work with the TikTok team to create compelling branded content, and for Hello Sunshine to spotlight the thriving #BookTok community, home to a new generation of storytellers."
In 2020, former Disney executive Mayer briefly ran TikTok and served as COO of the company Chinese parent Bytedance, but quit after just three months, with reports citing the impact of Donald Trump ordering Bytedance to sell its US operations, which never materialized.
The Cannes Lions advertising market takes place in France this week, with appearances by Kevin Hart, Jeffrey Katzenberg and Michael Johnson.
Loading comments...
Kevin Mayer and Tom Staggs' Candle Media have partnered with TikTok, with an initial focus on Reese Witherspoon's Hello Sunshine to discover underrepresented independent authors and literary material from the #BookTok community.
Unveiled today at Cannes Lions, TikTok said it will "harness the storytelling capabilities of Candle Media across all of its business units to launch inspiring new premium content and branded entertainment."
It will start with the partnership's Candle-owned Hello Sunshine item, as the pair leverage TikTok to authors to support the development of premium film, television and audio projects, "thus elevating and amplifying underrepresented storytellers and bringing their stories to life," said Oscar winner Witherspoon.
#BookTok is one of the largest communities on TikTok and the Chinese-owned social platform will also sponsor the next chapter of Hello Sunshine's LitUp Writer Fellowship program, which provides underrepresented female storytellers with funding, mentorship and marketing.
Candle Media, which also owns Cocomelon maker Moonbug Entertainment, l Latin-focused digital publisher ATTN and Exile Content Studio said it has 600 million followers on social platforms and will become a TikTok Pulse Premiere publisher.
"TikTok continues to experience explosive growth and has become an essential platform for storytelling and marketing," Mayer and Staggs said. "We're excited to work with the TikTok team to create compelling branded content, and for Hello Sunshine to spotlight the thriving #BookTok community, home to a new generation of storytellers."
In 2020, former Disney executive Mayer briefly ran TikTok and served as COO of the company Chinese parent Bytedance, but quit after just three months, with reports citing the impact of Donald Trump ordering Bytedance to sell its US operations, which never materialized.
The Cannes Lions advertising market takes place in France this week, with appearances by Kevin Hart, Jeffrey Katzenberg and Michael Johnson.
Loading comments...
What's Your Reaction?
