TikTok and Candle Media have entered into a broad strategic partnership in the U.S., that will leverage Candle Media’s storytelling capabilities across its business units to launch new premium content and branded entertainment. The partnership is set to also create opportunities for independent underrepresented TikTok creators, using creator-driven stories, trends, and ideas to contribute to the creative process, with the potential to scale further over time.
Candle Media–with business units that include Hello Sunshine, digital publisher ATTN, Latin-focused Exile Content Studio, and Moonbug Entertainment–will work with TikTok to develop custom creative opportunities for brand-centric storytelling, which will then be brought to major brand advertisers through TikTok.
Additionally, Candle Media–which has over 600 million followers across social platforms, including TikTok channels for Hello Sunshine, ATTN and Exile Content–will become a TikTok Pulse Premiere publisher, allowing advertisers to purchase advertisements directly adjacent to Candle content, and allowing Candle to participate in that revenue.
A key element of this initial partnership will be a program with Hello Sunshine, a media company founded by Reese Witherspoon, and acquired in 2021 by Candle Media. This collaboration will uncover underrepresented independent authors and literary material from the vibrant #BookTok community, with the authors then supporting the development of premium film, TV and premium audio projects.
With over 147 billion views to-date, #BookTok is one of the most prominent communities on TikTok, which has reignited a love and interest for reading, as well as driving discovery and off-platform sales of new authors and their work. Together, TikTok and Hello Sunshine will continue to support emerging literary talent by giving them the opportunity to bring their unique stories to the world.
As part of the partnership, TikTok will also sponsor the next chapter of Hello Sunshine’s LitUp Writer Fellowship Program and equip underrepresented women storytellers with funding, mentorship, and marketing.
In a joint statement, Candle Media co-founders and co-CEOs Kevin Mayer and Tom Staggs shared, “TikTok continues to experience explosive growth, and has become a critical platform for storytelling and marketing. We are thrilled to work with the TikTok team to create compelling branded content, and for Hello Sunshine to shine a light on the thriving #BookTok community, which is home to a new generation of storytellers.”
Hello Sunshine co-founder Reese Witherspoon said: “We are thrilled to work with TikTok and the #BookTok community to expand our LitUp initiative, where we will work together to continue identifying, elevating and amplifying underrepresented storytellers and bring their stories to life.”
Nicole Iacopetti, TikTok’s global head of content, said, “We are always looking for new ways to support the success and growth of our creator community, both on and off-platform. We are delighted to partner with Candle Media, and their business units including Hello Sunshine, which has a proud commitment and proven track record of elevating women’s voices and amplifying their stories. We look forward to the future of this program and these powerful new storytellers.”
Candle Media’s Mayer earlier in his career served as CEO of TikTok and COO of its parent company, Byte Dance. That was after a tenure as a top executive at The Walt Disney Company, overseeing its direct-to-consumer businesses which included global streaming platforms Disney+, ESPN+ and Hulu.
