TikTok is an essential promotional tool for music artists and record labels.
Songs can rise up organically on the app even if they’ve been outside the mainstream for decades. Marketers can also hire influencers to help a song take off, sparking a wave of user-generated posts from their fans. And some artists even set up private listening sessions with TikTok influencers in the hope that it will help new songs gain steam on the app.
The company has a global team that works with artists and record labels, negotiates licensing deals with rights holders, and builds new ways for TikTok to convert its cultural influence into recurring revenue. It launched in 2022 a song-distribution platform called SoundOn, and may eventually roll out its own music streaming service, a trademark filing from its parent company ByteDance suggests.
