TikTok Launches New Music Distribution Platform, SoundOn

Just when you thought you’ve seen it all, TikTok is now a music distributor.

The viral video app just launched its own promotion and music distribution platform, SoundOn. Already live in the U.S., U.K., Brazil, and Indonesia, SoundOn allows artists to upload their music directly onto TikTok and RESSO, a new music app that allows users to connect and “express themselves” through songs.

Described as “an all-in-one platform for music marketing and distribution,” SoundOn was designed “to empower new and undiscovered artists.” While allowing artists to upload their music through the platform, artists can also still distribute their music to Spotify, Apple Music, and Instagram.

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“Through SoundOn, we’re going to organize the ecosystem of unsigned artists in a way that doesn’t exist today and has never existed before,” Ole Obermann, SoundOn’s Global Head of Music said in a press statement. “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.”

Thinking of ditching Spotify or Apple Music? Maybe you should. SoundOn pays 100% of royalties to music creators in the first year and 90% in all the years following. Not only that, but artists who sign up on the platform will also receive promotional tools, audience insight and development support, “expert advice” from SoundOn’s artist team, and access to TikTok’s song tab where music is linked on profile pages.

TikTok’s launch of SoundOn follows the platform’s deal with independent artist distribution platform UnitedMasters back in 2020, allowing TikTok users to distribute their music directly to other music streaming platforms from within the TikTok app.

“There is a wealth of music talent emerging on TikTok in the UK and we want to do all we can to support it,” Paul Hourican, Head of the UK & EU Music Operations at TikTok said. “The SoundOn offering and the team we’ve put in place will enable artists to grow and build their careers. We’re excited to see how this can power even more TikTok hits for the UK music business.”

Interested in learning more or signing up to be a music creator on SoundOn? Visit the platform’s website here.

[H/T Music Business Worldwide]