TikTok—everyone’s favourite short-form video site—has officially entered the world of music marketing and distribution with an all-new platform called SoundOn.
With an aim to “empower” new and undiscovered artists and allow them to upload their music directly to TikTok to earn royalties when their music is used, during its first year of operations, SoundOn will pay music creators 100% of the royalties—and 90% after that.
Artists that sign up will have access to their audience insights and developments, as well as expert advice from SoundOn’s A&R department. This team will give promotional support through creator marketing and access to TikTok’s song’s tab where the music is linked on profile pages. SoundOn will also be able to distribute to other music platforms, such as Spotify and Apple Music.
“New artists and musical creators are a vibrant community within TikTok and SoundOn is designed to support them as they take the first steps in their career,” TikTok’s Head of Music, Ole Obermann, said. “Our SoundOn teams will guide creators on their journey to the big stage and bring the expertise and power of TikTok to life for the artist. We’re incredibly excited about how this will surface and propel new talent and how SoundOn will contribute to an increasingly diverse and growing global music industry.”
SoundOn is currently available in the UK, the US, Brazil and Indonesia. Artists can sign up here.
