UnitedMasters inks distribution deal with TikTok

The deal will also give businesses access to a large catalogue of new sounds to use in their content and simultaneously promote artists who use the service. The move also makes UnitedMasters the first music distribution company to be integrated into the TikTok platform.

“If you are a musical artist, TikTok is the best place for your music to go viral and UnitedMasters is the best place to sustain it while retaining full ownership of your work," UnitedMasters CEO and founder Steve Stoute said. "By combining the two, we create the platform for tomorrow's stars who will be famous, fiercely independent and wealthy."

TikTok CEO Kevin Mayer said: “Creators are the beating heart of the TikTok community, often inspired by the artists who bring their music to the platform, and providing a haven for them to thrive is key to our mission. The new partnership with UnitedMasters makes it even easier for musicians and creators to reach new fans and earn a living doing what they love, directly from the platform."

With the deal, TikTok has found a route for artists to gain access to large audiences without the involvement of traditional major labels. It's unclear how the big three labels will react. 

In July, UnitedMasters launched a new subscription tier called Select, which gives artists 100% of their royalties. UnitedMasters also struck a new partnership with sports broadcaster ESPN, which will see ESPN choosing music from artists on Select to use in its sports shows and promote their content in the process. In 18 months, UnitedMasters says it amassed more than 400 000 artists, 500 000 distributed tracks and over 5 billion streams.

On the other hand, the Chinese-owned TikTok is widely known as a music discovery springboard for viral hits by undiscovered and emerging artists such as Lil Nas X, Ambjaay and StaySolidRocky, among others. It is also a growing destination for artists looking to showcase their craft and engage new fans through the interactive platform. Artists that have used TikTok to promote their music include Curtis Waters, Breland , BMW Kenny and platinum-selling rapper NLE Choppa.

"Our mission is to help those artists achieve their creative potential and success,” TikTok global head of music Ole Obermann said. “This partnership with UnitedMasters gives us a turn-key solution to help artists who are born on TikTok to reach their fans on every music service."