TikTok with its music content has undeniably been one of the most popular social media platforms of the past few years. In March 2022, TikTok decided to extend its functions by launching a new music platform - SoundOn.
SoundOn enables artists to grow their fan bases while creating and distributing their own music, allowing for easy promotion. Artists have a unique opportunity to distribute their music and reach a global audience. Basically, the platform allows creators to upload their music directly to TikTok and start earning their own royalties whenever their music is used. TikTok promises that SounOn will pay 100% of royalties to music creators for an unlimited time. As Ole Obermann, the Global Head of Music at TikTok, said in his statement, “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”.
Another interesting angle that SoundOn came with is the ability for users to gain insights about their audiences and fandom through special dashboards. Experts from the music industry as a part of SoundOn staff, are then able to see these dashboards and promote the tracks with the greatest potential. This is a great base for potential artists to elevate their future music careers.
TikTok also prides itself on having a unique environment that allows users to remix trending music and create their own jingles for content that could create a new storytelling-like dynamic. According to TikTok - 65% of their users prefer content with original sounds and 68% claim to remember brands better if they feature songs they like in the ads. These findings could serve as a base for marketers and creators, challenging them to come up with their own soundtracks for their ads.
As digital platforms and marketers continue to push their services for e-commerce further, SoundOn could be a starting point for creating new and more interesting advertising spaces for brands.