TikTok reveals Sound Partners including Songtradr and Unitedmasters

The partners comprise sub-categories including Custom Sound and Subscription Sound, which both support various campaign objectives from developing a sonic brand identity to building an evergreen content strategy for TikTok.

The Custom Sound Partners create bespoke songs to “inspire community participation and excitement around Hashtag Challenges, campaigns” and more. They include a global music production company KARM, creative music agency MassiveMusic, a music and sound agency The Elements Music.

The Subscription Sound Partners “offer flexible music offerings through monthly, yearly, or project-based licensing plans that enable brands to develop always-on strategies for TikTok”. They include production music house Epidemic Sound, B2B music licensing marketplace Songtradr, independent music distribution platform UnitedMasters.

TikTok says the new partners, as well as its Commercial Music Library – which boasts more than 150 000 royalty-free tracks from emerging artists and music companies, could make it easier for brands to access sound and music on TikTok by helping them “leverage the unique potential of TikTok’s sound-on environment at scale”.

“Sound is the universal language of TikTok, and brands need to embrace music and sound in order to show up authentically on the platform,” TikTok head of ecosystems Melissa Yang said. “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.”

CEO and founder of MassiveMusic Hans Brouwer said: “For more than 20 years we have been helping brands unlock the power of sound, using it to connect with audiences in new and authentic ways – whether that’s through traditional advertising or emerging social platforms. Becoming an official sound partner for TikTok is the logical next step in our continued dedication to help brands reach audiences where they are; and for 1 billion users across the world, this is TikTok. TikTok’s incredibly successful ‘sound-on’ strategy has only amplified the importance for other brands to be ‘sound first’ and we are so excited to help them with effective sound campaigns on the platform.”