NYX is the first brand on TikTok SoundOn, with their new makeup mixtape. The NYXTape features five independent female artists, and songs “inspired by NYX’s Spring 2025 product launches.” As TikTok has become one of the main avenues for promoting new music, its SoundOn platform lets artists distribute directly through TikTok, and NYX is the first brand to be an “artist” itself there. The mixtape will even be promoted during the Grammys this coming weekend, further exposing the five artists: Snow Tha Product, Zeina Mates, Dina Ayada, 8ae, and Ashley Mehta. (Marketing Dive)
📊 YPulse data: 54% of 13-39-year-olds find out about new music artists or songs on social media
