NYX Professional Makeup Announces NYXTAPE Mixtape Co-Created with Independent Female Artists | PR Newswire [Video]

Beauty Brand Partners with TikTok to Release Original Music

, /PRNewswire/ — NYX Professional Makeup announced today the launch of NYXTAPE, a mixtape made up of five new bespoke tracks co-created with five independent female artists and female songwriters. The beauty brand is the first to create and distribute co-owned music on TikTok, merging music creators with makeup creators—ultimately amplifying songs to NYX’s global community of more than 30 million social media followers while also promoting them to TikTok’s 1-billion strong global community.

NYXTAPE will be released in partnership with SoundOn, TikTok’s music distribution and promotion platform, which helps artists earn royalties for their music and connect with the global TikTok community. NYX Professional Makeup will also become the first brand to have an “Artist Profile” on TikTok, allowing fans to download tracks from the campaign directly from the @nyxcosmetics account.

A community-centric brand, NYX Professional Makeup is uniquely positioned to build a deeper connection with their audience: the …