Duet this song

TikTok is a fast-growing social media platform which has become an essential component of musicians' marketing efforts due to its substantial user base and the opportunity it provides for musicians to interact directly with their audience. The social media platform provides special tools that encourage the creation of user-generated content. The thesis focuses on the ways in which musicians on TikTok leverage the platform's features to encourage music fans and users to actively create content, thereby promoting their music and fostering engagement answering the question: What are the strategies that musicians use on TikTok in order to encourage content co-creation in the platform, promote their music and engage with their audience? Qualitative methods, notably multimodal analysis, were used to answer this research question. In order to understand how musicians inspire users to produce content and promote their music. The study examined TikTok videos from musician accounts. Purposeful sampling was chosen in order to select videos that encourage co-creation and high engagement between musicians and TikTok users. The sample was made up of short videos produced by musicians who used TikTok to actively market their songs. Pop, folk, and rock were among the musical genres represented by the majority of the musicians studied, who were from Europe and the USA. The study identified four main strategies utilized by musicians to encourage content co-creation, increase user engagement, and build a bond with their TikTok audience. One of the tactics is "Encouraging Desired Behavior," in which artists encourage people to produce content by providing rewards and encouraging comments. "The Central Role of the User" demonstrates how musicians incorporate audience suggestions and comments into their music as a way of involving their audience in the co-creation process. By showcasing personal and authentic experiences, "Proximity to the Artist" emphasizes building familiarity and relatability. The fourth tactic focuses on offering easy-to-use methods, such as clear instructions and visual cues, to assist users in creating content. Last but not least, musicians use hashtags generated especially for their new songs or the challenge they have created. Understanding these strategies can help musicians utilize TikTok to promote their work and interact with their audience.