Through its independent distribution channel SoundOn, TikTok has teamed up with Snoop Dogg to release the legendary Death Row Records catalog on their platform.
The Death Row collection is exclusively accessible to stream on TikTok, starting February 12th.
TikTok says its users get a head start on Death Row’s streams in anticipation of its wider release next week.
They add that the latest collaboration between Death Row and TikTok marks the label’s first official online release since its removal from streaming services in early 2022, and the first-ever catalog reissue to release exclusively through SoundOn.
Beginning of Death Row
Death Row Records was established in 1991 in Los Angeles, California, and rose to prominence as one of the genre’s most significant and influential record companies.
Legendary albums including Dr. Dre’s The Chronic, 2Pac’s All Eyez On Me and Snoop Dogg’s Doggystyle, were created and released under the company.
Snoop Reclaims Death Row
Snoop Dogg purchased the Death Row name from MNRK Music Group last year, and later finalized a deal to purchase the label’s discography. Following the acquisition, he took the Death Row library off all streaming sites.
Snoop’s comments paint the picture, “Since I took Death Row off streaming almost a year ago, not a day goes by without people asking me to put it back up.”
He added, “As the Super Bowl rolled around, I knew fans would be looking for the music from our iconic performance in 2022, so I wanted to reintroduce the most historic catalog to the people. I reached out to the folks at TikTok to make more history… enjoy ya’ll.”
TikTok’s Distribution Service
SoundOn, a platform for independent TikTok distribution, was first made accessible in the US, Indonesia, Brazil, the UK, and the US in March of last year.
The SoundOn platform offers a variety of promotional tools and assistance, as well as 100% and 90% royalties to music producers over the course of the first year.
Artists will be able to ‘obtain 100% royalty for an unlimited time’ for in-Bytedance platforms like TikTok and Resso, according to SoundOn’s FAQs.
Songs from 2Pac, The Lady Of Rage, Nate Dogg, Kurupt, among other artists, are part of the classic Death Row catalog that TikTok claims its creators can now select from.
TikTok and Death Row put together a Death Row’s Greatest Hits playlist, which includes songs by Snoop, Dr. Dre, 2Pac, and others. They also developed the new What Dogg Are You? TikTok filter. The new filter makes use of AR technology and is based on the legendary music video for Snoop’s song, Who Am I? (What’s My Name).
Snoop originally intended to launch his own streaming service, but this announcement sets Death Row Records back on solid ground from California to the four corners of the world.