Candle Media has a new deal with TikTok that will allow Candle to reach into the TikTok community and give the platform access to the world of film and television.
- If the partnership between the companies results in successful media projects, it could mark the beginning of social media’s official involvement in leading movies and television shows.
- Candle’s founder and co-CEO Kevin Mayer is a former TikTok CEO and Disney executive who was once in the running to be Disney’s CEO before the position went to Bob Chapek.
- Candle announced that it would be co-developing content with TikTok, including branded content and advertisements, The Hollywood Reporter says.
- The partnership will start by looking to BookTok, a reading-focused subgenre of TikTok, for movie inspiration.
Why it’s news
Social media has unofficially informed movie makers’ decisions for years. However, TikTok and Candle’s partnership could make that influence official.
Actor Reese Witherspoon’s Hello Sunshine media company, which Candle acquired in 2021, will also be a major part of the deal. Witherspoon’s company frequently looks to BookTok for inspiration about which movies to adapt to film, TV, or podcasts.
As a part of the deal, Candle will also become a TikTok Pulse Premiere publisher. This will give advertisers access to buy specific ads only shown on Candle content. The companies will split the revenue, The Future Party reports.
Other Candle-owned properties like ATTN and Moonbug Entertainment will produce branded content on TikTok for advertisers.
Backing up a bit
Candle’s TikTok deal is the latest in the company’s strategy to capitalize on streaming services and social-media programs. Already the media producer has deals with Netflix, Hulu, and YouTube.
Moonbug’s most popular productions, Blippi and Cocomelon, are popular on both Netflix and YouTube. ATTN has leaned into social-media video production and has done well, The Hollywood Reporter reports.
“TikTok continues to experience explosive growth, and has become a critical platform for storytelling and marketing,” Mayer and co-CEO Tom Staggs say in a statement. “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.”
“We are always looking for new ways to support the success and growth of our creator community, both on and off-platform,” TikTok’s global head of content Nicole Iacopetti says. “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.”