Help musicians who do not yet have a label behind them to gain visibility and generate income more quickly. This is the goal of the new program SoundOn announced this week by TikTok. To do this, and as pointed out SocialMediaTodaythe Chinese subsidiary ByteDance is not alone: it has joined forces with Resourcea streaming music platform dedicated precisely to new talents.
“ [SoundOn] allows artists to upload their music directly to TikTok and start earning royalties when their tracks are listened to. SoundOn pays 100% royalties to music creators the first year and 90% thereafter. It also provides a whole series of promotional and assistance tools “, explains TikTok in a communicated shared on March 9.
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SoundOn, a tool to help artists make a name for themselves
These promotion and assistant tools allow, among other things, to have a better overview of its audiences, but also to obtain advice from a team of SoundOn artists (potentially with a participatory dimension). In-app marketing support and access to the songs tab in TikTok is also mentioned. TikTok finally wants to make SoundOn a platform open to the outside world. Clearly — and fortunately for them — artists will be able to distribute their tracks on other platforms and services… even if they debuted with SoundOn. TikTok and its new service thus want to fully play their role as a springboard for young talents wishing to make a name for themselves… without being able to count on significant means of promotion.
Note that TikTok is somewhat following in the footsteps of Meta by launching this SoundOn program. In June 2021, Mark Zuckerberg’s firm put a similar service on the rails called ” Meta program for independent artists “. Behind this more laborious name, a globally similar concept and an identical target. As specified TechCrunch, TikTok is not, however, at its first attempt in the music industry. In 2020, the application thus announced a first partnership with the American music distributor UnitedMasters.
SoundOn, however, is officially launched in the US, UK, Brazil, and Indonesia. Other countries should follow thereafter, but in the immediate future France does not seem concerned yet.