With SoundOn, TikTok wants to seduce amateur singers

Produce and distribute your own music. That’s the promise of Chinese platform TikTok with SoundOn, a new music distribution and marketing tool, available since March 9. Its goal is to help young artists, amateurs, get started in music. Those who sign up can distribute their creations for free on TikTok as well as other streaming services like Spotify or Apple Music.

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That’s what Chloe Adams, the 21-year-old English singer, did. “Since I’ve been on SoundOn, my listeners to Spotify have tripled”, Emphasizes. Still unknown a few months agoAnd This young artist became known thanks to TikTok. Users were dancing or performing to the sound of her title dirty thoughtson short videos ranging from fifteen to sixty seconds in length that are broadcast on the platform.

I contacted her directly through the social network, and she is one of the first to register on SoundOn. “I find this tool suitable for young artists who have not yet signed with production companies but would like to promote their music and attract an audience.” Today, proud of her 1 million subscribers on TikTok, she has planned several concerts in the UK.

SoundOn is currently available in the US, UK, Indonesia and Brazil. No launch date is currently set in France for this service which aims to be an additional stone in the well-trained marketing strategy of the Chinese platform, which continues to destabilize the music industry’s economic model.

‘A form of no mediation’

Launched in 2016 by the Chinese company ByteDance, TikTok has established itself as a mainstay in the emergence of young music stars. In 2021, TikTok announced in its annual report that 430 songs exceeded 1 billion views, nearly three times more than the previous year (176 songs). More than 175 songs were popularized by the platform and reached the magazine’s weekly ranking of the 100 most popular songs in the United States painting.

And examples of success are not lacking: this is the case of Lil Nas X, who became famous on Tik Tok thanks to his song. Old City RoadOr until they found French by her name Anissa. Claire Rosenkranz, Boofo, Priscilla Block … the list is on the rise. “With this new solution and all the data, insights, and expertise that TikTok has today, we can help streamline and streamline the ecosystem of unsigned artists and make it easier to identify, and brands can spot this talent.”The group is identified by its calling service.

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