TikTok has already made a huge impact in today’s music industry, sending songs that become popular on the app to the top of the Billboard charts. Now the company is launching its own music marketing and distribution platform, SoundOn, to help more artists get their music heard. The new platform will allow artists to upload their music directly to TikTok and to 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 offered for free and all transaction fees are waived by the platform. TikTok says SoundOn will pay 100% of its royalties to music creators on ByteDance-owned platforms indefinitely. This includes distribution to TikTok; plus Resso in Brazil, Indonesia and India; and to ByteDance’s video editor app, CapCut.

For global streaming services, the payout is also 100% in the artist’s first year, but will drop to 90% in year two and beyond. In comparison, competitor DistroKid charges artists and labels on a subscription basis, while allowing artists to keep 100% of their revenue. TuneCore, meanwhile, charges for distribution by song or by album, but also promises to keep artists 100% of streaming revenue.

According to SoundOn’s FAQ, artists retain all rights and royalties, meaning they own their masters and receive 100% of the royalties (or later 90%).

Image Credits: TikTok

In addition to handling the mechanics of music distribution, SoundOn provides other promotional tools and support, including 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 TikTok’s platform.

The SoundOn website notes that releasing through its platform will get tracks for TikTok creators.

“TikTok creators are the lifeblood of our platform and the reason why sounds become hits,” explains the website. “When you release through our platform, our team will activate different creators to make videos with your track. This will help you broaden your fan base and reach new communities that these creators are part of.”

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

“New artists and music creators are a vibrant community within TikTok, and SoundOn is designed to support them as they take the first steps in their careers,” said Ole Obermann, global head of Music at TikTok, in a statement about the launch. “Our SoundOn teams will guide creators on their journey to the big stage, bringing the expertise and power of TikTok to life for the artist. We are incredibly excited about how this will emerge and fuel new talent and how SoundOn will contribute to an increasingly diverse and growing global music industry.”

The SoundOn platform has been in beta testing 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 Roberts and Chloe Adams in the UK

SoundOn is not TikTok’s first foray into the music distribution space. The company announced a deal in 2020 with UnitedMasters, which was the first music distribution company to be integrated into TikTok.

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

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

This post TikTok launches a music distribution platform, SoundOn – TechCrunch

was original published at “https://techcrunch.com/2022/03/09/tiktok-launches-a-music-distribution-platform-soundon/”