Sony Music teams up with TikTok to create India’s first musical sticker

Sony Music has teamed up with TikTok, the world’s leading short video platform, for their hit single ‘Haaye Oye’. Sung by Ash King and composed by Qaran (of ‘Tareefan’ fame), the song video features Elli AvrRam and dance icon Shantanu Maheshwari. The video has become a favourite amongst the Gen Z and is already known as the love song of the year. 

Commenting on the association, Rohan Jha, Head, Sony Music Pop, said, “With TikTok being such a rage amongst the youth, we decided to have a deeper integration with them. For the song, TikTok has created a first-of-its-kind musical sticker – which has been weaved into the video narrative. The tremendous response to the video and the deep audience involvement with TikTok has resulted in some incredible numbers and quality of participation. The association is one of its kind and exemplifies what an engaging content and an involved platform can do together.” 

Sumedhas Rajgopal, Entertainment Strategy and Partnerships Lead (India) at TikTok, added here, “As a platform that celebrates creativity, we are thrilled to partner with Sony Music to launch their latest single, ‘Haaye Oye’. With its easy-to-use tools, interactive features and intelligent discovery system, TikTok is fast becoming a launchpad for artists to promote their latest hits. We look forward to engaging more Indian music fans through exclusive content that encourages them to bring their imagination to life.” 

Directed by Vishal Handa, the song video celebrates young love with an urban but chic Bollywood routine and a unique hook-step that is sure to have a massive up-take by viewers. Choreographed by industry leader Ashley Lobo and Danceworx, the hook step has become a fad with the dancer community.