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TikTok launches own music distribution platform

TikToker and singer Abby Roberts was among the first artists to sign up

By Hollie Geraghty

A TikTok user opens the app on the phone
TikTok. CREDIT: Cottonbro/ Pexels

TikTok has launched its own music marketing and distribution platform called SoundOn.

The platform will allow artists to directly upload music to TikTok and distribute through platforms like Spotify, Apple Music and Instagram, provided free of charge.

Creators will receive 100 per cent of royalties in the first year, and 90 per cent the following year.

The video sharing platform said SoundOn is “designed to empower new and undiscovered artists, helping them develop and build their careers,” according to a statement.

It will also allow users to view audience insights and gain advice from a dedicated artist team.

Operating as a beta last year, SoundOn is now available in the UK, US, Brazil and Indonesia.

“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,” Ole Obermann, global head of music at TikTok, said.

“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.”

Paul Hourican, head of UK & EU music operations added: “There is a wealth of music talent emerging on TikTok in the UK and we want to do all we can to support it. The SoundOn offering and the team we’ve put in place will enable artists to grow and build their careers. We’re excited to see how this can power even more TikTok hits for the UK music business.” 

TikTokers and singers Abby Roberts and Chloe Adams were among the first to sign up.

“I’m at the start of my music journey and am so excited about what’s still to come!” Roberts said. “I’ve worked with the team at TikTok through my whole career and they’ve always been so supportive of me, so I really valued the extra support and help I’ve got from SoundOn launching my music now as well. I’m loving sharing my music and creativity with my fans and hopefully reaching new ones too!”