Tiktok launches music distribution platform Soundon
The social media giant, TikTok has just launched its own promotion and music distribution platform, called SoundOn.
SoundOn is already Live in the UK, US, Brazil and Indonesia, and it lets artists upload their music directly to TikTok and RESSO. It can also distribute their music to other platforms like Spotify, Apple Music and Instagram.
At the time, the platform’s Global Head of Music Ole Obermann told us: “In short, we’re making it easier for [independent artists] to get their music on TikTok, and we’re going to work with them to much better understand how to reach their audiences on TikTok.”
He added: “Through SoundOn we’re going to organise the ecosystem of unsigned artists in a way that doesn’t exist today and has never existed before.
“I think that’s going to make it easier for artists to find their fans. And then for labels and publishers to find those artists. The [industry’s] entire A&R process, I think, will become more efficient off the back of it.”
TikTok says that SoundOn pays out 100% royalties to music creators in the first year and 90% after that and provides a range of promotional tools and support.
According to SoundOn’s FAQs, artists will be able to “obtain 100% royalty 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 that it was designed “to empower new and undiscovered artists”.
Artists signing up to the platform will also get access to audience insight and development, as well as “expert advice” from a dedicated SoundOn artist team.
Participating artists will also get access to TikTok’s song tab where music is linked on profile pages, and promotional support through creator marketing on the TikTok platform.
TikTok claims that SoundOn is already providing additional opportunities for artists and music creators who start on TikTok, and notes that artists have already gone on to sign record and publishing deals, and to work 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. (The latter is reported to be one of 2022’s most hotly-sought-after artists amongst major record companies in the States.)
The launch of SoundOn follows TikTok’s deal struck with independent artist distribution platform UnitedMasters in August 2020, that saw full integration between both services directly through the TikTok app. That deal allowed TikTok users to distribute their music directly to other music streaming platforms from within the TikTok app.
Ole Obermann, Global Head of Music at TikTok said: “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.
“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.”