TikTok is expanding its Marketing Partners program with 6 new sounds partners

Today, TikTok launched new partnerships that will make it easier for brands of all sizes to tap into music and sound on the platform. 

The announcement:

The platform is expanding the TikTok Marketing Partners program and introducing six certified sound partners who can help brands build sound-on strategies for TikTok. In addition to the platform’s Commercial Music Library – a pool of over 150,000 pre-cleared, royalty-free tracks sourced from emerging artists and top-tier music houses – TikTok will connect brands with trusted partners who can help them leverage off TikTok’s sound-on environment at scale.

Sound on TikTok has introduced an entirely new storytelling dynamic for brands. According to a study from MRC Data, 65% of TikTokers prefer content from brands that feature original sounds, and 68% remember a brand better when they feature songs that they like in their videos. The Sound Partners offer solutions within two sub-specialties – Custom Sound and Subscription Sound – to support a variety of campaign objectives, from building a sonic brand identity to developing an evergreen content strategy for TikTok.

Additionally, Custom Sound partners will create bespoke tracks that inspire community participation and excitement around Hashtag Challenges, campaigns, and much more.

Karm – is a global music production company specialising in custom tracks on TikTok. 

MassiveMusic – is a global music agency delivering everything a brand needs in the field of music, voice and sound – impactful strategies, sonic brand identities and compositions. 

The Elements Music – is an international music and sound agency, specialising in producing real records for media – authentic music for brands that’s crafted with the same attention to detail as records produced for major-label recording artists and feature films.

TikTok’s Subscription Sound partners will offer flexible music offerings through monthly, yearly, or project-based licensing plans that enable brands to develop always-on strategies for TikTok.

Epidemic Sound – is a music destination for content creators and brands globally. 

Songtradr – a B2B music platform – enables creators and brands to discover fresh music that helps content perform better.

UnitedMasters –  is an independent music platform that gives creators access to premium music distribution services, a suite of tools to help directly connect with their fans, and opportunities to partner with major brands. 

Further, on TikTok, brands can use music and sound to show a different side of their personality and share their message in a completely new way. The bespoke track TikTok Sound Partner Karm was produced for British online fashion retailer ASOS’ #Aysauce Branded Hashtag Challenge Plus and is just one example of a brand using sound to drive cultural impact and captivate the TikTok community. Globally, the campaign recorded over 1.2 billion video views in just six days, with 488,000 videos created and 167,000 users taking part. Asos also commissioned a Brand Lift Study for the campaign which found that the campaign achieved a 25% increase in aided brand awareness.

TikTok’s head of ecosystems, Melissa Yang said: “Sound is the universal language of TikTok, and brands need to embrace music and sound in order to show up authentically on the platform. 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. We’re excited to see more brands tap into sound on TikTok and make meaningful connections with the community through creative, sound-on strategies.”

Source: TikTok media release


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