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.
“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.”
Ole Obermann, TikTok
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.”
“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, TikTok
Paul Hourican Head of UK & EU Music Operations at TikTok said: “There is a wealth of music talent emerging on TikTok in the UK and we want to do all we can to support it.
“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.”
“SoundOn has created a space where anybody can be exactly who they want to be.”
Muni Long
Muni Long said: “SoundOn has created a space where anybody can be exactly who they want to be.
“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. I’m grateful for the opportunity to be myself in front of the world through TikTok.”
“I’ve worked with the team at TikTok through my whole career and they’ve always been so supportive of me, so I really valued the extra support and help I’ve got from SoundOn launching my music now as well.”
Abby Roberts
Speaking about working with the TikTok and SoundOn team UK artist Abby Roberts said: “I’m at the start of my music journey and am so excited about what’s still to come!
“I’ve worked with the team at TikTok through my whole career and they’ve always been so supportive of me, so I really valued the extra support and help I’ve got from SoundOn launching my music now as well.
“I’m loving sharing my music and creativity with my fans and hopefully reaching new ones too!”Music Business Worldwide
