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Introducing the MVPs of POV: Meet the Marketers Powering Cultural Discovery

At this year’s Cannes Lions, TikTok is turning the spotlight on discovery and the marketing leaders who are shaping what comes next. As the global platform where our community comes to find, form, and share diverse points of view, TikTok is proud to introduce the MVPs of POV: a new class of marketing trailblazers whose work is redefining brand storytelling for the discovery era.

“Today’s most effective marketers know that real brand love doesn’t come from shouting the loudest," said Sofia Hernandez, Global Head of Business Marketing at TikTok. “TikTok gives brands a chance to show up not as advertisers, but as people with personality, point of view, and purpose. The MVPs of POV are the ones who get it. They’re rewriting the rules of marketing by meeting communities where they are and showing up authentically and creatively without sacrificing ROI. This program celebrates the brands that aren’t just joining the conversation, they’re shaping it.”

"By staying true to our history while embedding our brand in modern culture, we are able to innovate without forgoing who we are, and that is key to building a strong POV on any social channel, particularly TikTok," said Fabiola Torres, Global CMO at Gap.

A New Era of Discovery, Powered by POV

In a world moving toward perspective-led exploration, TikTok continues to spark new ideas and experiences, with billions of searches happening on the platform every day. (1) Every scroll opens a new perspective; every tap joins a conversation; and every search leads to unexpected inspiration. In fact, according to new research conducted by WARC, 64% of users say they search TikTok to find multiple perspectives, and 60% of users say TikTok’s search results are more likely to motivate them to take action, compared to other platforms. (2)

TikTok is where discovery starts, and this year at Cannes Lions, we’re bringing that journey to life IRL with the MVPs of POV. The MVPs of POV program anchors TikTok’s presence at Cannes, turning the city into a live demonstration of how discovery happens on the platform, with programming and content highlighting all the innovative ways brands are engaging with the TikTok community.

Meet the MVPs of POV who are flipping the script on what it means to show up in culture, leaning into creator collaborations, leaning into real-time trends, and building community-driven campaigns that don’t just land – they resonate. Their work isn’t just seen, it’s discovered, shared, and remembered.

The MVPs of POV

- Avery Akkineni, CMO, VaynerX
- Anna Lenka Jáuregui, CMO at BCP / Credicorp
- Armagan Engel, Director, Communication Office, QNB Türkiye
- Benjamin Braun, VP and CMO at Samsung Europe
- Camila Ribeiro, Senior Director of Advertising, Media and Brand Management, TIM Brasil
- Catalina Beltran, WACAM Digital Lead at Mondelēz International
- Cecilia Schena, CMO at KIKO MILANO
- Charlie Smith, CMO at Loewe
- Daisy Kelly, Founder and CEO at Glow for It
- Domingo Iudice, Director at Brainpull
- Fabiola Torres, Global CMO at Gap
- Philip Edsel, VP of Brand & Creative at Ladder
- Ghadeer Khub, Creative and Production Director at the Abu Dhabi Department of Culture and Tourism

TikTok for Artists: The new all-in-one music insights platform for artists

- TikTok for Artists is a new artist-first platform designed to help artists build their careers and fanbase on TikTok
- Artists can now access data and insights about their music, posts and followers
- New 'Pre-Release' tool now available for the creation of album pre-release campaigns*

June 3 2025: Today, TikTok is proud to announce the global** launch of TikTok for Artists, the new all-in-one music insights platform for artists on TikTok. The new platform provides artists, their labels and their teams with data and insights which can help them better connect with the global TikTok community, promote their music, and drive success both on and off the platform.

TikTok for Artists provides daily-updated analytics dashboards which display a wealth of detailed, actionable data about the performance of an artist's music and posts on TikTok, and comprehensive insights into how the community is engaging with the artist and their music on the platform. The tool has been designed with the goal of helping artists and their teams boost fan engagement, optimize their promotional strategies and inform content creation on TikTok.

TikTok for Artists features include:

- Song performance: the number of views, posts and creator engagements per track
- Post performance: the number of views, likes, comments, shares and post completion rates
- Follower insights: including self-declared gender, age and language
- Step-by-step guides to TikTok's tools and features
- Support and further resources

Today's launch also sees the official global launch of the Pre-Release tool, a new self-service tool which gives artists the ability to promote the forthcoming release of an album on TikTok. The feature will allow fans to pre-save that album directly to their Spotify or Apple Music library, where it will become instantly available to listen to on their chosen music streaming service upon its release.

Tracy Gardner, TikTok's Global Head of Music Business Development, commented on the launch: "TikTok is already well known for being the world's best platform for music discovery and promotion, and with the launch of TikTok for Artists, all tiers of artists will gain insights on TikTok that they can use to take their careers to a whole new level. We built the platform to give artists transparent access to useful, actionable data about their music and their fans, to help them better engage with the TikTok community and supercharge their careers both on and off the platform."

British artist, Jordan Adetunji (640k followers), said: "TikTok for Artists is a game changer. It has so much information about my music, my followers, and how they’re using my songs in their posts. And it’s brilliant that I can give access to my team who can also use the data to help us plan our campaigns."

Australian artist, Cyril Riley (750k followers), an early tester of the platform, commented: "My team and I rely on TikTok for Artists daily, sometimes even hourly. In such a rapidly evolving industry, it's crucial for us to consistently monitor and review the analytics of my account."

TikTok for Artists is available now for all artists with a certified TikTok Artist Account. Artists are also able to provide account access to their artist teams, and to label teams.

翻译考点：
考点1：“MVPs of POV”推荐译为“视角最具价值人物”或“POV杰出人物”，不可直译为“POV的MVP”
考点2：“turning the spotlight on discovery”推荐译为“聚焦于探索”或“把注意力集中在发现上”，不可直译为“打开探照灯”或“打开聚光灯在发现上”。
考点3：“redefining brand storytelling”推荐译为“重新定义品牌叙事”
考点4：“show up not as advertisers, but as people with personality, point of view, and purpose”推荐译为“以有个性、有观点、有目标的人身份出现，而非传统广告主”
考点5：“they’re rewriting the rules of marketing by meeting communities where they are”推荐译为“他们通过贴近社群实际情况来重塑营销规则”
考点6：“every scroll opens a new perspective”推荐译为“每次滑动都带来新的视角”，不可直译为“每一次滚动开启一个新观点”。
考点7：“flipping the script on what it means to show up in culture”推荐译为“彻底改变了品牌参与文化表达的方式”，避免直译为“翻转剧本”。
考点8：“community-driven campaigns”推荐译为“以社群为驱动的营销活动”，不可直译为“社区驱动的活动”或“社区推动的战役”。
考点9：“analytics dashboards”推荐译为“数据分析仪表板”或“分析面板”
考点10：“Pre-Release tool”推荐译为“预发布工具”或“预热推广工具”