TikTok, one of the world’s most popular social networks, has been the starting point for the rise of new independent artists. Recently, TikTok introduced its digital distributor, SoundOn, which promises to revolutionize the way music is discovered and promoted on the platform. The distributor is already operational in the United States, the United Kingdom, Australia, Brazil, Indonesia, and New Zealand, among others.
A study by MRC Data shows that 75% of TikTok users discover new artists through the platform—it goes to show the importance of the app in the music industry. In addition, TikTok is the favorite social network of Gen Z, and recently launched its streaming platform, TikTok Music, which aims to conquer this young audience.
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1. What is TikTok SoundOn ?
SoundOn is a music distribution platform designed to help independent artists share their music on TikTok and other streaming platforms. It integrates directly into the app, allowing artists to upload their tracks and have a chance to go viral worldwide. Its arrival on the market demonstrates TikTok‘s keen interest in becoming increasingly integrated into the music industry, and promises to further democratize the music distribution process.
| See also: How do I get on Spotify users’ playlists?
2. How does TikTok SoundOn work?
How SoundOn works is relatively straightforward. The process of uploading songs to the platform is very similar to that of other music distributors such as Tratore, Onerpm, CD Baby, Tunecore, etc. Independent artists register on the platform, upload their music, and wait for approval from SoundOn.
👉 Once approved, your songs are added to the TikTok SoundOn library and can be used in videos directly by TikTok users.
👀 Note: When you upload music via SoundOn, you can choose which snippet of your song is featured on TikTok.
The distributor not only gives artists the opportunity to gain instant visibility, but it also offers them the opportunity to generate revenue. When songs are used in TikTok videos, artists receive a share of the revenue generated by the ads shown in the videos. This is an innovative way to reward content creators and artists for their work.
👉 Like other distributors, TikTok SoundOn also distributes its music on major streaming platforms such as Spotify, Apple Music, and Deezer.
3. What are the benefits of SoundOn?
Here are some of the benefits of the TikTok SoundOn platform:
- Streaming music on SoundOn is free—you don’t pay a fee to stream your music on SoundOn.
- The music will be available on the app as soon as it is released. Unlike regular distributors, you can promote your music immediately on TikTok.
- You have total control over the distribution of your music and advertisers’ use of it—a great victory for independent artists.
👉 Given its recent entry into the market, one can imagine that in addition to these advantages, the TikTok will promote artists who use its distributor.
| See also: How to Make Your Music Go Viral on TikTok
4. SoundOn’s innovative tools
In addition to distribution, the company intends to help artists with digital marketing tools.
👉 Examples include:
- Early launch tool: the application creates a 15–60 second video showing the release date of the title.
- The app provides data, such as the number of videos using the song and the streams made by TikTok.
- Free workshops and advertising support are available on the platform.
5. Percentages SoundOn keeps
TikTok SoundOn does not require the payment of an annual fee, unlike some distributors who require the payment of an annual fee.
👉 The TikTok distributor offers 100% of the royalties to the independent artist for the first year. After that, the company retains 10%. Compared to the percentages taken by other distributors, which is in the range of 15–30%, this offer is very interesting.
However, it is important to look at a more thorough comparison.
👉 DistroKid Distributor, for example, does not withhold any percentage of your royalties after you sign up for the initial plan ($19.99 – $79.99 per year). If your music is successful, you’ll make more money with DistroKid than with SoundOn.
TikTok SoundOn is proof of TikTok‘s power over the music industry. The company is opening doors to a new generation of independent artists and changing the way music is discovered and promoted. It also offers TikTok users a richer and more diverse experience.
As SoundOn grows, it is very likely that we will see independent artists creating their own communities on TikTok and many users slowly migrating to TikTok Music.
– Article translated by Kole Wright –