TikTok’s looking to provide more direct support for unsigned musicians and help them boost their presence. The support tools include audience insight and development notes, advice from a dedicated SoundOn artist team, access to TikTok’s song tab, and promotional support through creator marketing in the app. In addition to this, SoundOn artists will also be able to distribute their work to other music platforms.
“New artists and musical creators are a vibrant community within TikTok,” Ole Obermann, the platform’s global head of music, said in a statement. “SoundOn is designed to support them as they take the first steps in their career,” he continued. Obermann added that the new platform will guide creators on their journey to the big stage. That could be a strong lure 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.
TikTok’s influence on the industry has also become increasingly evident, with some publishers even changing the names of their artists’ tracks in line with how they’re being referred to on the platform, while producers are also now factoring TikTok trends into their process, as they seek to generate viral traction through the app. Given this, the platform has been working for some time to provide more opportunities for independent musicians to get their work out there, and gain traction via TikTok trends.
Back in 2020, TikTok also signed a deal with UnitedMasters to help little-known musicians launch their careers via the app. SoundOn is the next evolution of that process, facilitating a more direct connection between creators and the platform, which will no doubt be an intriguing proposal for many prospective artists. The program is currently fully operational in the US, UK, Brazil, and Indonesia.
Worth noting, too, Meta launched a similar program in June last year.