Social media apps evolve with stunning regularity in their bids to remain relevant and TikTok is no stranger to this. Having exploded onto the scene over the past couple of years, the app has changed from what some had described as mind-numbing entertainment, to an elaborate platform that celebrates different types of art. Today, the art that’s being especially celebrated on TikTok is music, with the launch of its SoundOn system that seeks to reward musicians sharing their work on the app.
No cut, no problem
What straight away catches the attention is that for the first year that musicians and singers sign up for the feature, any royalties made are theirs to keep. After that, TikTok will rake in a 10% cut while keeping distribution free of charge, and musicians will also get income from any tracks uploaded to other platforms owned by TikTok’s parent company ByteDance, namely music streaming service Resso and video editor app CapCut.
TikTok’s Global Head of Music (which sounds more like a festival than a company position) Ole Obermann, said “New artists and musical creators are a vibrant community within TikTok. SoundOn is designed to support them as they take the first steps in their career [and] will guide creators on their journey to the big stage.”
Muni Long, one of the artists who teamed up with TikTok for the feature’s launch, hailed the low barriers of entry on offer. “SoundOn has created a space where anybody can be exactly who they want to be,” she said. “No matter your background, your upbringing, your race, your creed, your age, you can enter the space and claim your place.”
We’ll have to be patient…
Although the platform has not yet reached Maltese shores, it has been made available in the US, UK, Brazil and Indonesia and will no doubt help boost the aspirations of plenty of aspiring and established musicians and singers in Malta should the feature become available here.
Any artists located in the above-mentioned areas can register for SoundOn via us.soundon.global or soundon.global. It’s worth noting that the system is a great tool for any artist, as it offers audience insight, development and promotional tools. Participating artists will have access to TikTok verification, placement on the TikTok song tab and exposure to major TikTok creators. They’ll also be eligible for SoundOn Plus, an exclusive A&R service.
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