Genni announces its acquisition of PushTok, a TikTok music tech company founded by Itai Winter, who will join the Genni team as Vice President of Commercial Partnerships. This acquisition enhances Genni’s ability to provide integrated solutions for brands and artists, combining PushTok’s deep expertise in TikTok ads and social commerce with Genni’s established strengths in paid media and influencer campaigns.
Spearheading highly effective ad campaigns that generate billions of impressions and foster meaningful fan relationships, PushTok has been at the forefront of helping artists and labels connect with fans on TikTok. As the first official partner of TikTok Shop in the music industry, PushTok has enabled artists to monetize their presence on the platform, turning casual TikTok viewers into dedicated fans. They have worked with major artists across various genres, including Latto, Kid Cudi, Shaggy, Blu DeTiger, The Beach Boys, Mac Miller and more.
With this acquisition, Genni expands its capabilities to provide both highly targeted media solutions and seamless integration with TikTok Shop, enabling brands and artists to both amplify campaigns and directly drive sales on TikTok.
“Genni is excited to welcome Pushtok, along with the visionary leadership of its founder, Itai Winter, and his talented team,” says Johnny Cloherty, Co-Founder and CEO of Genni. “Over the past year, we’ve admired PushTok’s groundbreaking contributions to creator marketing, helping clients achieve remarkable success. Integrating their innovative products and services will allow us to enhance our offerings and bring added value to our clients. Notably, we will now offer specialized e-commerce solutions for TikTok Shop – affiliate management, SEO optimization, and comprehensive ad management services. This acquisition underscores our commitment to delivering unmatched results in the ever-evolving creator marketing space.”
With the acquisition, Itai Winter, the founder of PushTok, will join the Genni team as VP of Commercial Partnerships. Winter brings more than seven years of expertise in TikTok marketing, social commerce, and audience engagement. PushTok’s work has focused on maximizing the impact of TikTok ads and social commerce strategies, and Winter’s specific focus is on content creation, affiliate marketing, and monetization, which will now be available through Genni’s platform.
This acquisition further strengthens Genni’s portfolio of successes, including the recent launch of COD, the development of Trackers (now used by more than 70 music labels), collaborations with brands such as Shein Beauty, and work with major events such as Country Thunder.
With the goal to drive both audience engagement and direct sales on TikTok, the collaboration between Genni and PushTok offers clients a more efficient and effective way to reach highly targeted audiences and generate meaningful sales. With the integration of PushTok’s advanced technology, clients can now reduce testing phases, optimize campaigns faster, and see higher returns on ad spend.
Whether a brand is looking to expand its audience or an artist wants to grow their fanbase while driving sales, the acquisition of PushTok gives Genni’s clients the tools, expertise, and strategies needed to succeed in the world of TikTok social commerce.
