TikTok is looking to provide more direct support to unsigned musicians and help them build their presence, with a new initiative called SoundOn, which will allow any musician to download and license their tracks for use on TikTok and its streaming platform. musical partner Resso.
As explained by TikTok:
“[SoundOn] allows artists to upload their music directly to TikTok and start earning royalties, when that music is used. SoundOn pays 100% of royalties to music creators the first year and 90% thereafter, and provides a range of promotional tools and support. »
These support tools include audience insights and dev notes, guidance from a dedicated SoundOn artist team, access to TikTok’s song tab, and promotional support through creator marketing in the application.
On top of that, SoundOn artists will also be able to distribute their work on other music platforms.
“As a result, fan loyalty transcends TikTok and helps artists build audiences on other streaming services and DSPs.”
This could be a powerful draw for those looking to make a name for themselves in the industry, with TikTok now playing a key role in the music distribution process and connecting audiences to new tracks.
Indeed, music is a critical part of the TikTok process, with 9 out of 10 users to seesound as vital to the TikTok experience. TikTok’s influence on the industry has also become increasingly evident, with some publishers change the names of the tracks of their artists in line with how they are mentioned on the platform, while producers are now incorporating TikTok trends into their process as they seek to generate viral traction through the app.
Considering this, the platform has been working for some time to provide more opportunities for independent musicians to spread their work and gain traction via TikTok trends.
In 2020, TikTok also signed an agreement with United Masters to help unknown musicians launch their careers via the app. SoundOn is the next evolution of this process, facilitating a more direct connection between creators and the platform, which will no doubt be an intriguing proposition for many would-be artists.
It should also be noted that Meta launched a similar program in June last year.
It will be interesting to see how artists react to the SoundOn program, and how this then influences future music trends and helps musicians build their presence – while also potentially opening up new opportunities for brands to partner with lesser musicians. known to help boost their campaigns.
SoundOn is now fully launched in the US, UK, Brazil and Indonesia – you can check out the SoundOn website here.