TikTok launches music distribution platform, SoundOn – TechCrunch

TikTok already has hit massive influence in today’s music industry, sending songs that find popularity on the app to the top of the Billboard charts. Now the company is launching its own music marketing and distribution platform, sound activated, to help more artists get their music heard. The new platform allows artists to upload their music directly to TikTok and parent company ByteDance’s own music streaming service, Resso, in addition to global streaming platforms such as Apple Music, Spotify, Pandora, Deezer and Tencent’s Joox.

This distribution is provided for free and all transaction fees are waived by the platform. TikTok says SoundOn will pay 100% royalties to music creators for an unlimited time on ByteDance-owned platforms. This includes distribution to TikTok; more Resource in Brazil, Indonesia and India; and ByteDance’s video editing app, CapCut.

For global streaming services, the payout is also 100% in the artist’s first year, but will drop to 90% in the second year and beyond. In comparison, competitor DistroKid charges artists and labels on a subscription basis, while allowing artists to keep 100% of their earnings. TuneCore, on the other hand, broadcasting costs on a per-song or per-album basis, but also promises artists to keep 100% of streaming revenue.

According to SoundOn’s FAQ, artists will retain all rights and royalties, which means they will own their masters in addition to receiving 100% (or later, 90%) of the royalties.

Picture credits: ICT Tac

Beyond its management of music distribution mechanisms, SoundOn offers other promotional tools and supportincluding audience insights and development, advice from the SoundOn marketing team, access to TikTok’s song tab (where music is linked on profile pages), TikTok verification, editorial placements on Resso and CapCut, and promotional support through creator marketing on the TikTok platform.

The sound website notes that posting through its platform will get leads ahead of TikTok creators.

“TikTok creators are the lifeblood of our platform and the reason sounds become hits,” the website explains. “When you post through our platform, our team will activate various creators to create videos with your track. This helps you grow your fan base and reach new communities that these creators are part of.”

TikTok’s marketing aspect of SoundOn’s value proposition could make the service particularly attractive to new and emerging artists, as they understand that getting an extra boost on TikTok can help them break through and reach a wider audience. , thanks to TikTok viral trends. Fans then follow artists on music streaming services, where that loyalty is converted into actual dollars and cents.

“New artists and music creators form a vibrant community within TikTok and SoundOn is designed to support them as they take their first steps in their careers,” said Ole Obermann, global head of music at TikTok, in a statement. statement regarding the launch. “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 are extremely excited about how this will surface and propel new talent and how SoundOn will contribute to an increasingly diverse and growing global music industry.

The SoundOn platform had been in beta test since last fall, and is now fully available in the US, UK, Brazil and Indonesia, with an undisclosed number of artists and creators already using the service, including Muni long, Games we play, Abby Robert and Chloe Adams UK

SoundOn isn’t TikTok’s first step into the music distribution space. The company in 2020 announced a deal with UnitedMasterswhich became the first music distribution company to be integrated with TikTok.

ByteDance’s expansion into music distribution is not unusual for streaming service operators. Apple invested in UnitedMasters last year, for example, which also has major deals with the NBA and ESPN, in addition to TikTok. And Spotify has a small stake in DistroKid – although it sold two-thirds of this stake for $167 million last fall.

TikTok says interested artists can now sign up for SoundOn at us.soundon.global or soundon.global.