M.A.D Solutions inks licensing deal with TikTok

The collaboration spans TikTok’s main platform, CapCut, and the TikTok Commercial Music Library (CML). It will enable M.A.D Solutions’ artists to monetise their music through branded content, ads, and viral trends.

“This partnership with TikTok aligns perfectly with our mission to bridge the gap between African talent and global markets,” M.A.D Solutions founder and CEO Bugwu Aneto-Okeke said.

“TikTok has revolutionised music discovery, becoming a vital platform for exposure and revenue generation,” he added. “Our collaboration ensures that artists under our banner are strategically positioned to benefit from its immense potential.”

Founded in 2017 and headquartered in Houston, Texas, M.A.D Solutions also operates actively in South Africa, Canada, and the UK, connecting over 1 000 artists to major platforms like Apple Music, Spotify, Boomplay, Audiomack, Amazon Music, and TikTok. The company boasts more than 1.1 billion streams across its catalogue on YouTube in 2024.

In 2021, M.A.D Solutions launched ENGAGE, a talent management agency and label service for independent artists.

In related news, TikTok recently signed direct licensing deals with UnitedMasters and Ditto Music, granting over a million artists access to TikTok’s platform, CapCut, and CML.

In addition to these arrangements, TikTok earlier this month launched the “Share to TikTok” feature to allow users to share music, podcasts, and audiobooks directly from Apple Music and Spotify.