TikTok is using SoundOn to take on the entire music industry as it queues up creator marketing and hires an A&R lead for North America
TikTok's plans for its song-distribution tool SoundOn are coming into focus a year after its launch.It's adding creator-marketing tools and hiring for an A&R lead in Los Angeles to sign new artists.
But despite being a new entrant to distribution, TikTok already had a headstart in the business. Its app had becomeHow TikTok might leverage its influence over the music industry to boost SoundOn's rollout was less clear. The company is now offering editorial placements to some SoundOn artists across TikTok, ByteDance's music streaming app, and its video-editing app CapCut. These placements, which include being featured in high-traffic playlists, offer SoundOn users a unique path to being discovered.
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