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The Submix: Live Nation’s TikTok Channel Takes Fans On Tour

07.11.25

Meet The Submix, Live Nation’s new content channel that brings fans closer to live music in real time with behind-the-scenes content, artist takeovers, and built-in commerce.

Launched this summer, The Submix delivers content straight from the tour bus. Think built-in commerce moments let viewers buy tickets, shop artist merch, and even discover music through curated playlists and TikTok Shop links. With artists like AJR, Russ, The Driver Era, Jessie Reyez, and The Band Camino—with new content rolling out from The Jonas Brothers, Wiz Khalifa, and Isabella Rossa, it’s a channel where fans don’t just watch the tour or festival journey, but become part of it. Through features like ‘Tour Must Haves,’ ‘Get to the Gig,’ and ‘Set List Guarantee,’ fans get a closer look at everything their favorite artists. 

@thesubmix @jessiereyez takes over! Catching up with our girl on her PAID IN MEMORIES tour. #jessiereyez #paidinmemories #livemusic #thesubmix ♬ original sound - The Submix
@thesubmix Get to the Gig: Plane? Train? Automobile? Bus?? BOAT?? @thedriverera tells us how they get where they need to go. #thesubmix #thedriverera #obsessiontour #gettothegig #livemusic ♬ original sound - The Submix

The Submix isn’t just making content with artists, it’s also giving brands and fans exciting new ways to engage around their passion for live music. Through TikTok’s newest Sponsorship Solutions, The Submix lets fans buy tickets, shop artist merch, and even discover music through curated playlists and TikTok Shop links. The Submix brings brands into the moments that matter most, in a space where fans are paying attention. 

@thesubmix Ideas & Anthems: @ajrbrothers break down their new song "Betty," out now! 🎹 #ajr #ajrbrothers #summerintheskytour #ideasandanthems #thesubmix #livemusic ♬ original sound - The Submix
@thesubmix Tour Must Haves: @thebandcamino gives us their essentials for life on the road 🚌 #thebandcamino #theneveralwaystour #tourmusthaves #thesubmix #livemusic ♬ original sound - The Submix

The Submix is now live and rolling out incredible live music content from across the tour map.

Catch the latest behind-the-scenes from some of your favorite artists here and stay tuned for more live music moments you won’t want to miss. 

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