As part of its new initiative, social media platform TikTok is taking control of New Music Fridays with the help of fellow artists.

Thanks, coronavirus, TikTok has earned a reputation for boosting both old and new songs through users’ content over the last few months.

With the same energy, they are geared up to change the timing of Friday music releases by launching its exclusive live-only ‘Watermarked’ listening session series.

(Photo by Chesnot/Getty Images)

Via the new feature on the app, TikTok is partnering with artists and inviting them to debut new music for fans live each Thursday at 11:30 pm ET, 30 minutes before new albums, projects or singles hit streaming at midnight on Fridays.

Also, artists will guide listeners through their album’s key tracks during each session while fans ask questions posed in the comments section.

Per reports from Billboard, TikTok previously had a quarrelsome relationship with the music industry concerning music licensing. But as of now, the platform is armed with broad music licensing agreements following deals with Universal Music Group, Sony Music and Warner Music group since it has ramped up on artist partnerships and record labels to promote music on the app.

The Watermarked listening series is set to start on October 29th with rapper Trippie Redd previewing his upcoming album, ‘Pegasus.’