TikTok’s new SoundOn tool will allow creators to upload their music directly to the platform, helping independent artists get paid for its use. SoundOn is a music distribution platform that allows registered users to upload their tracks not only on TikTok but also to other streaming services.
SoundOn pays out 100 percent of royalties to artists in the first year, and 90 percent thereafter while maintaining 100% ownership to the artist. To help musicians reach their audience the service will provide a number of promotional tools, including creator marking; audience analysis and development; and expert advice from the dedicated SoundOn artist team. Along with these features, SoundOn will add a music tab to users’ TikTok profile displaying the artist’s most popular tracks and pinning latest releases – tools meant to drive engagement to the artist’s catalog.
SoundOn will also help creators distribute music to other platforms such as Spotify, Apple Music, Joox, Resso, and Pandora. Many music distribution companies pay artists 100% of royalties, however they often charge a distribution or transaction fee, which TikTok will not do. Allowing distribution on other DSPs will help artists build audiences outside of TikTok
For up-and-coming creators who are enrolled in the SoundOn+ service, they will have access to additional opportunities such as signing record and publishing deals and working with or co-writing with established artists.
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.”
Following a period of BETA testing, SoundOn is now fully launched in the US, UK, Brazil and Indonesia, with a growing number of artists opting to use the platform.
