TikTok Partners With Candle Media & Supports Reese Witherspoon’s Search For “Underrepresented Storytellers”
Kevin MayerandTom StaggsCandle Mediahas struck a partnership withTikTok, with an initial focus onReese WitherspoonsHello Sunshineto uncover underrepresented independent authors and literary material from the #BookTok community. Unveiled today atCannes Lions, TikTok said it will leverage Candle Medias storytelling capabilities across its business units to launch new and inspiring premium content and branded entertainment. That will begin with the Candle-owned Hello Sunshine element of the partnership, as the pair mine TikTok for authors to support the development of premium film, TV and premium audio projects, thereby elevating and amplifying underrepresented storytellers and bringing their stories to life, Oscar-winner Witherspoon said....