TikTok announced a new partnership with musicians to leverage music and sounds on the platform.
The new developments its part of the company expanding its TikTok Marketing Partners program and introduced six certified partners that will help brands create “sound-on” strategies for the platform.
TikTok notes that it essentially wants to connect brands with trusted partners that will be able to help them leverage its “sound-on” environment to engage with consumers.
The company’s new sound partners will offer audio with two categories: custom sound and subscription sound. The new custom sound partners are KARM, MassiveMusic and The Elements Music.
TikTok notes that custom sound partners create tracks that aim to increase community participation around challenges and campaigns.
The new subscription sound partners are Epidemic Sound, Songtradr and UnitedMasters of Steve Stout. These new partners offer music offerings through monthly, yearly or project-based licensing plans. TikTok says the two categories will support a variety of campaign objectives for brands on its platform.
“Sound is the universal language of TikTok, and brands need to embrace music and sound in order to show up authentically on the platform. Our new Sound Partners have a proven track record of helping marketers develop strategies for TikTok, and offer scalable options for brands of all sizes,” Tiktok’s head of ecosystems, Melissa Yang, said in a blog post.
“We’re excited to see more brands tap into sound on TikTok and make meaningful connections with the community through creative, sound-on strategies,” added Yang.
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