TikTok built a direct bridge this year from its app to a real-world festival stage, and a Cuban sister trio from Miami walked across it. Las Hermanas Machado won the inaugural Music on Stage competition run through TikTok LIVE in partnership with All Things Go Music Festival, earning a performance slot at the festival's New York date at Forest Hills Stadium.

All Things Go, held Sept. 25–27, has grown into a major player on the crowded festival circuit since launching in 2014. Its reputation rests on booking women and LGBTQ+ acts — a rarity in a business where women typically make up roughly 21%-22% of major-lineup performers, and LGBTQ+ and nonbinary artists account for an even smaller percentage. This year's lineup included Zara Larsson, Hayley Williams, and Mitski.

The festival's design amplifies discovery. Every act plays the same stage, so undercard artists get exposure they might not otherwise receive. The TikTok partnership pushed that visibility further. Throughout August, music acts could submit an original performance video using the #MusicOnStage hashtag to enter a global competition, with the winner receiving a spot to perform at All Things Go.

TikTok has long sold itself as a place where new talent gets found. It has pushed emerging actors like Maya Boyd, who will play Storm in the new X-Men, and breakout musicians like PinkPantheress and Sombr into the spotlight. With All Things Go, the platform turned that claim into something tangible.

"On TikTok LIVE, emerging artists are building real communities and connecting with global audiences in real time, turning everyday moments into the foundation of a career," said Shen Gao, head of LIVE operations, Americas at TikTok. "Through Music on Stage, our partnership with All Things Go Music Festival gives creators the chance to share the stage alongside some of the biggest names in music, elevating their artistic journeys and giving them a platform to showcase their talent on one of music's fastest-growing festivals."

The stated goal of the partnership and the competition was to turn audience-building into career-building. Lizzy Plapinger, co-founder of Neon Gold Records and a curatorial consultant for All Things Go, called TikTok a perfect collaborator because the platform already conditions artists to perform with a crowd watching in real time. The algorithm can push an artist to hundreds of thousands, or even millions, of viewers around the world overnight.

"TikTok was such an interesting partner to do this with because obviously they have their own music scene," Plapinger said. "A lot of these creators are used of performing to their audiences, but don't often have a path to get to a live performance avenue." The competition therefore aimed to find more than a creator who could generate views. It looked for an artist who could hold the room.

"When shaping the competition, I was interested in people who have a real distinct perspective and a unique voice," Plapinger said. "Am I curious to find out more about them? Is there a world that exists around them? How do they interact with their fans? What's their songwriting like? What are they doing that's uniquely their own?"

Plapinger and TikTok found their answers in Las Hermanas Machado, the USA regional winner. The trio consists of Cesia, Keren, and Jemimah Machado, who grew up in Cuba singing in church, playing instruments, performing at local events, and developing the tight harmonies that now define their sound. Their music blends faith, heritage, and sisterhood.

"Music has been part of our lives for as long as we can remember," the group told ADWEEK. "No matter where we were, music was always something we shared as sisters."

They credited TikTok LIVE specifically — not TikTok broadly — with expanding what felt impossible. "After leaving Cuba and experiencing more of the world, we discovered TikTok LIVE," the group said. "It completely changed our lives and opened possibilities we never imagined."

The story did not end cleanly. The All Things Go New York date at Forest Hills Stadium was canceled due to forecasted severe weather, and organizers said the show would not be rescheduled. Even without the performance, the partnership's intent still matters.

Music on Stage signals that platforms are moving beyond hosting culture online and into producing cultural moments in real life. Las Hermanas Machado continue building their audience online, with TikTok remaining part of that momentum.

"This opportunity represents something much greater than one performance," the group said. "We want other women, especially young girls coming from places with limited resources, to see us and understand that their beginnings do not have to determine how far they can go."