In recent years, music marketing has changed significantly due to social media, and one of the platforms that have led the way is Tik Tok, with Instagram and YouTube trailing behind. TikTok has already had a significant impact on today's music business, propelling songs that have gained popularity on the app to the top of the Billboard charts. In Jamaica, most of the popular songs since the last three years are a products of Tik Tok.
SoundOn, the company's music marketing and distribution platform, is now being launched to assist more musicians in getting their music heard.
SoundOn will pay out 100% of royalties to music producers in the first year and 90% after that.
Signed-up artists will receive audience intelligence and development, professional advice from SoundOn's dedicated artist team, promotional help through creator marketing, and access to TikTok's song tab, where music is linked on profile pages.
SoundOn can also distribute to third-party music services like Spotify and Apple Music.
Ole Obermann, Global Head of Music at TikTok, noted, '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.'
Music consultant and lecturer, Dr Dennis Howard sees this move by Tik Tok as a major game-changer. According to Howard, ' the world is moving towards a decentralized environment and Tik Tok is ensuring that that they remain in the game of being a powerful platform for the marketing of music globally.'
Initially, SoundOn will be available in the US, UK, Brazil and Indonesia.