Music business

TikTok has just launched its own music distribution platform, SoundOn

TikTok is now officially a music distributor.

The viral video app owned by ByteDance has just launched its own music promotion and distribution platform, called SoundOn.

SoundOn is already live in the UK, US, Brazil and Indonesia, and it allows artists to upload their music directly to TikTok and RESSO.

It can also distribute their music on other platforms like Spotify, Apple Music, and Instagram.

MBW revealed in September last year that SoundOn had entered beta mode.

At the time, the platform’s Global Head of Music, Ole Obermann, told us: “In short, we make it easier for [independent artists] to put their music on TikTok, and we’re going to work with them to better understand how to reach their audience on TikTok.

He added, “Through SoundOn, we will organize the ecosystem of unsigned artists in a way that does not exist today and has never existed before.

“I think it will make it easier for artists to find their fans. And then for labels and publishers to find those artists. the [industry’s] I think the whole A&R process will become more efficient with this.

TikTok says SoundOn pays 100% royalties to music creators in the first year and 90% thereafter and provides a range of promotional and support tools.

According to SoundOn FAQsartists will be able to “get 100% royalties for an unlimited time” for In-Bytedance platforms including TikTok and Resso.

TikTok describes its new SoundOn Platform as “an all-in-one platform for music marketing and distribution”, and says it was designed “to empower new and unknown artists”.

Artists who sign up to the platform will also gain access to audience vision and development, as well as “expert advice” from a dedicated SoundOn artist team.

Participating artists will also have access to TikTok’s song tab where music is linked on profile pages, and promotional support through creator marketing on the TikTok platform.

TikTok says SoundOn already provides additional opportunities for artists and music creators getting started on TikTok, and notes that artists have already signed recording and publishing deals, and worked with co-writers and “established names.” “.

Artists cited by TikTok as having found success after signing up to SoundOn, so far, include Abby Roberts and Chloe Adams in the UK, and Games We Play and Muni Long in the US. (This last one is declared to be one of the most searched artists of 2022 among major US record labels.)

The launch of SoundOn follows TikTok’s deal struck with independent artist distribution platform UnitedMasters in August 2020, which saw full integration between the two services directly through the TikTok app. This deal allowed TikTok users to distribute their music directly to other music streaming platforms from the TikTok app.

“We are extremely excited about how this will surface and propel new talent and how SoundOn will contribute to an increasingly diverse and growing global music industry.”

Ole Obermann, TikTok

Ole Obermann, Global Head of Music at TikTok, said: “New artists and music creators form a vibrant community within TikTok and SoundOn is designed to support them as they take their first steps in their careers.

“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 are extremely excited about how this will surface and propel new talent and how SoundOn will contribute to an increasingly diverse and growing global music industry.”

“There is a wealth of musical talent emerging on TikTok in the UK and we want to do all we can to support that.”

Paul Hourican, TikTok

Paul Hourican, Head of UK and EU Music Operations at TikTok, said: “There is a wealth of musical talent emerging on TikTok in the UK and we want to do everything we can to help it. to support.

“The SoundOn offer and the team we have put in place will allow artists to grow and build their careers. We’re excited to see how this can fuel even more TikTok hits for the UK music industry.

“SoundOn has created a space where anyone can be exactly who they want to be.”

Muni long

Muni Long said, “SoundOn has created a space where anyone can be exactly who they want to be.

“No matter your background, your upbringing, your race, your creed, your age, you can step into space and claim your place.

“I’ve done it before and I intend to keep doing it again and again. I am grateful to have the opportunity to be myself in front of the world thanks to TikTok.

“I have worked with the TikTok team throughout my career and they have always been so supportive of me, so I really appreciated the extra support and help I received from SoundOn to launch my music. now too.”

Abby Robert

Speaking about working with the TikTok and SoundOn team, British artist Abby Roberts said, “I’m at the start of my musical journey and I’m so excited for what’s yet to come!

“I have worked with the TikTok team throughout my career and they have always been so supportive of me, so I really appreciated the extra support and help I received from SoundOn to launch my music. now also.

“I love sharing my music and creativity with my fans and hope to reach new ones too!”The music industry around the world