Glastonbury Festival is this year linking up with TikTok for the first time as part of efforts to raise money for the event’s charity partners Oxfam and WaterAid.
Through the partnership users can use the TikTok LIVE gifting function during a live video to raise money, with donations matched by the social media platform for the two charities.
Video creators will also incentivise creators to raise money for the charities. The top three who receive the most gifts will win two tickets each to the festival.
“We’re thrilled to be partnering with TikTok LIVE as a recipient charity for this inspiring campaign in the run up to one of the world’s most iconic music events. Glastonbury Festival is an absolute highlight of the year for us to raise awareness of our mission to make clean water and decent toilets a normal part of life for everyone everywhere,” said WaterAid UK social media manager Elior Doani.
“The climate crisis is a water crisis and this year we will be back onsite at the Festival with our incredible team of volunteers inviting the public to join Our Climate Fight campaign. We’re grateful to the TikTok community who already engage with our content and support our cause and are excited to see how creators get involved in sharing these unique new gifts.”
Tik Tok LIVE UK and Ireland lead Harrison Foster added: "We're honoured to work with Glastonbury Festival and their charity partners to provide a new and exciting way for our creators and community to come together and raise money and awareness for important causes. Like Glastonbury Festival, LIVE is a place where artists can engage with their community in a unique setting.
“We hope that this campaign can help inspire the creativity of the many talented musicians on TikTok whose dream it is to one day play on the stages of the UK's most iconic music festival.
“Whether you're preparing for your trip to Somerset, or bummed out you didn't win the ticket lottery, we look forward to seeing you bring staples such as the iconic Glastonbury' festival's flags to life digitally to raise money for two outstanding charities."
Earlier this year TikTok partnered with Comic Relief to use its LIVE gifting for Red Nose Day this year.
This year's Glastonbury Festival's Pyramid stage is headlined by Arctic Monkeys, Guns n' Roses and Elton John.
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