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TikTok Provides More Commercial Opportunities for Independent Musicians

by Andrew Hutchinson, Content and Social Media Manager, Social Media Today, May 16, 2023

In a world dominated by social media, TikTok has emerged as the unrivaled kingdom of creative expression and viral sensations. Beyond its reputation as a platform for dance challenges and comedic skits, TikTok has quietly become a haven for independent musicians seeking to make their mark in the ever-evolving music industry.

TikTok’s looking to add more support for musicians in the app, via a new Artist Impact Program which will help lesser-known artists add their music to TikTok’s Commercial Music Library, to then be considered for use in ad campaigns.

As explained by TikTok:

“The program allows artists to monetize their music on TikTok by enabling businesses to use it in their content, giving them unprecedented opportunities to be discovered and re-discovered in markets around the world.

To fuel the pipeline of talent and artist-driven music on the Commercial Music Library, TikTok has signed a number of global distribution partnerships with the likes of Believe, DistroKid and Vydia, giving artists the opportunity to tap into advertising budgets from brands featuring them in their TikTok campaigns.”

The article concludes with a compelling reminder: while TikTok holds immense potential for independent musicians, it is vital to approach the platform with a well-crafted strategy. Crafting captivating content, leveraging popular trends, and consistently engaging with the audience are essential ingredients for triumph in this digital soundscape.

"The move seems like the latest in Tik Tok continuing to further their editorial programming and trying to find ways to support and help artists - not just from an editorial standpoint but clustering UGC that uses #newmusic for more discovery and visibility.

It'll be interesting to see how artists get featured within the hub and what velocity a sound / song needs to have to appear as trending." wrote Michael Epstein, Director of Digital Marketing Cinematic Music Group, on LinkedIn, May 14, 2023.


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