With SoundOn, TikTok Looks to Cash in on the Next Big Earworm
The ubiquity of TikTok and its inescapable earworms have helped launch a few music careers, so the video app is now looking to get a cut of that action with SoundOn, a music marketing and distribution platform designed to "empower new and undiscovered artists."
SoundOn allows artists to upload their music directly to TikTok and earn royalties—100% in the first year and 90% after that—whenever their tunes are used. It also offers a "range" of promotional tools and support, including audience insight and development, expert advice, and creative advertising.
Content, however, is not limited to TikTok: SoundOn can distribute to other music streaming services like Apple Music, Deezer, Joox, Pandora, and Spotify.
"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," Ole Obermann, global head of music at TikTok, said in a statement. "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."
TikTok has been testing SoundOn in beta with artists like Muni Long, Games We Play, Abby Roberts, and Chloe Adams, and it's now available in the US, UK, Brazil, and Indonesia.
"SoundOn has created a space where anybody can be exactly who they want to be," says Long, who's known for the single "Hrs and Hrs." "No matter your background, your upbringing, your race, your creed, your age, you can enter the space and claim your place. I've done that already and I plan to keep doing it over and over again."
Interested artists and labels can register for SoundOn via us.soundon.global or soundon.global; everyone is required to sign a licensing agreement before
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