It’s the blockchain-powered Audius, rather than Spotify or Apple Music, that will let artists share their sounds into TikTok in one click
But even without monetization of music placement on TikTok, the potential for exposure, which leads to revenue-generating opportunities, is massive. The 16-year-old bedroom pop producer from Middle of Nowhere, USA who gets signed by a record executive scrolling through TikTok may nab a hefty advance. And even if it isn’t a label, a Peloton instructor — someone with the power to add songs to popular virtual workout playlists — or a music supervisor at Netflix might come a-knockin’.
Currently, there are more than 100,000 artists with music on Audius, which attracts a lot of out-of-the-box thinkers, DIY creators, and underground scenesters. Audius might be an indie artist’s dream, but major-label acts are also welcome. Some of the biggest names with tracks on the platform include Skrillex, Weezer, deadmau5, Russ, Mike Shinoda, Diplo, Madeintyo, Odesza, Disclosure, Alina Baraz, and Wuki.
Although the fully decentralized platform, which also acts as a musical social network of sorts, relies on crypto-related technology to operate, that messaging is not jammed down the throat of its users. “I would say that maybe 95 percent of our users have no idea that blockchain is even involved,” says Browning. The Ethereum blockchain is just crucial to Audius’ direct-to-consumer ethos, as it cuts out the middleman and tracks transactions transparently.
Audius, which beefed up its team from about 11 employees to 22 over the last seven months or so, is hyper-focused on all sorts of growth right now. Prior to joining forces with TikTok, the company did a deal with blog aggregate and chart service HypeMachine to ensure anytime an Audius embed code is posted online, HypeMachine can track it, helping to build buzz.
No matter how big they get, the co-founders aim to keep their startup spirit alive, stressing that they’re not here to play hardball. “In our view, we are far more pro-artist than the other streaming options out there right now,” says Browning. “We love the cross pollination of ‘stick it on Audius and then go to TikTok.’ While I can understand the Spotify business model, they probably don’t want folks going to TikTok from a monetization perspective.
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