TikTok has already made a huge impact on the modern music industry, sending popular songs on the app to the top of the Billboard charts. The company is now launching its own music marketing and distribution platform, SoundOn, to help more artists listen to their music. The new platform allows artists to upload their music directly to TikTok and parent company ByteDance’s own Reso music streaming service, as well as global streaming platforms such as Apple Music, Spotify, Pandora, Deezer and Tencent’s Jux.
This delivery is provided free of charge and the platform does not pay all transaction fees. TikTok says SoundOn will pay 100% of its royalties to music producers on the ByteDance-owned platform indefinitely. This includes sharing on TikTok; Plus Reso in Brazil, Indonesia and India; and the ByteDance video editor app, CapCut.
For global streaming services, the payout is also 100% in the artist’s first year, but drops to 90% in the second year and a year later. By comparison, rival DistroKid charges artists and labels on a subscription basis, allowing artists to keep 100% of their income. TuneCore, meanwhile, charges distribution fees by song or album, but also promises artists to keep 100% of streaming revenue.
According to a SoundOn FAQ, the artists retain all rights and royalties, meaning they own their masters and receive 100% (or 90% later) of the royalties.
In addition to managing music distribution mechanisms, SoundOn provides other promotional tools and support, including audience understanding and development, advice from the SoundOn marketing team, access to the TikTok lyrics tab (where music is linked on profile pages), TikTok verification, editorial included. Advertising support by posting on Resso and Capcut and author marketing on the TikTok platform.
The SoundOn website notes that the track will be made available to TikTok creators upon release on its platform.
The website says, “TikTok creators are the lifeblood of our platform and that’s why votes become hits.” “When you release through our platform, our team will activate various creators to create a video of your track. This will help you expand your fan base and reach out to the new communities that these creators are a part of.”
The marketing aspect of TikTok in SoundOn’s value proposition could make the service particularly appealing to new and emerging artists as they realize that the extra push to TikTok can help them reach a wider audience through TikTok’s viral trends. Fans then follow the artists on music streaming services, where that loyalty is converted into real dollars and cents.
In a launch announcement, Ole Obermann, TikTok’s global head of music, said: “New artists and music creators are a vibrant community on TikTok and SoundOn has been designed to support them as they become the first in their careers. Steps”. “Our SoundOn teams will accompany creators on their journey across the big stage, bringing the TikTok experience and opportunity to artists to life. We are incredibly excited about how this will generate and develop new talent and how SoundOn will contribute to the ever more diverse and growing global music industry. ,
The SoundOn platform has been in beta testing since last fall and is now fully available in the US, UK, Brazil and Indonesia, with artists already using the service including Mooney Long, Games We Play, Abby Roberts and more. unknown number of creators. Chloe Adams in the UK
SoundOn is not TikTok’s first foray into music distribution. In 2020, the company announced a deal with Unitedmasters, the first TikTok-integrated music distribution company.
ByteDance’s expansion into music distribution is not uncommon for streaming service providers. For example, Apple last year invested in UnitedMasters, which, in addition to TikTok, also has major deals with the NBA and ESPN. Spotify has a small stake in DistroKid, though the company sold two-thirds of that stake last fall for $167 million.
TikTok says interested artists can now sign up for SoundOn at us.soundon.global or soundon.global.