Despite all of the regulatory challenges being thrown at TikTok in the U.S., it has been full-steam ahead on the partnerships front, and the latest one struck by the video-creation platform is with music-distribution platform UnitedMasters.
Under the terms of the deal, UnitedMasters will become the first music-distribution company to be integrated into the TikTok application, and TikTok users will be able to distribute music from UnitedMasters to other streaming platforms.
Music from TikTok creators who join UnitedMasters can be added to TikTok’s commercial music library, with the permission of the creators, and businesses can then tap into those tracks and sounds for use in their content.
TikTok and UnitedMasters will also team up to promote key artists on the TikTok platform.
TikTok said in a blog post that artists such as BMW Kenny, Breland, Curtis Roach, Tai Verdes and Curtis Waters used its platform to promote their music and jump-start their careers, while artists including Avenue Beat and Ppcocain preview original music directly on TikTok, and emerging artists such as Blu DeTiger, Kid Sistr and Shuba use the app as a platform for creative performances.
Meanwhile, UnitedMasters artists that have seen success on TikTok include BMW Kenny, NLE Choppa and Tobe Nwigwe.
TikTok CEO Kevin Mayer said in the blog post, “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.”
Global head of music Ole Obermann added, “TikTok artists who are creating music in their bedrooms today will be featured in the Billboard charts tomorrow. Our mission is to help those artists achieve their creative potential and success. This partnership with UnitedMasters gives us a turnkey solution to help artists who are born on TikTok to reach their fans on every music service.”
And UnitedMasters founder and CEO Steve Stoute said, “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. By combining the two, we create the platform for tomorrow’s stars who will be famous, fiercely independent and wealthy.”