It’s time to visit “Stars Connect,” the latest online phenomenon to infect the internet.
TikTok is the name of a video-sharing site — think Vine but without the Vines — where a goofy video of background music and an animated face will run you less than a minute.
It’s addictive, but that’s not why the site is exploding in popularity. All of the celebrities in “Stars Connect” are working with Warner Bros. and YouTube to market their music on “Stars Connect.”
For the next 24 hours starting this afternoon, star talent from all the various Warner Bros. and YouTube properties, including Khloé Kardashian, Scott Disick, Dax Shepard, and Tyler Oakley, will be participating in a promotional takeover of the TikTok platform.
The celebrities are filming behind-the-scenes videos and answering questions — or in Oakley’s case, answering live challenges — while people follow along with their news feeds on TikTok and collectively engage.
“This is a big opportunity for us to take one of our major brands and impact millions of fans,” said Nickelodeon’s senior vice president of digital and multiplatform entertainment Rachel Fox in a statement. “For Nick’s music programs, ‘MTV Unplugged’ and ‘Star Daze,’ these campaigns have always been important, as they connect to our fans in unique ways and get them behind these artists. ‘Stars Connect’ is an ideal evolution for those efforts because it bridges the physical and digital worlds.”
Watch the video above for more.