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TikTok adds music agencies to its approved suppliers for brands

By | Published on Friday 8 October 2021


TikTok has added six music companies to its network of officially endorsed businesses that can help brands do TikTokky things on the TikToks to get all the TikTokkers and TikTokees TikTokking about what ever it is that they are flogging this week. It’s all TikTok-tastic.

The video-sharing app launched its TikTok Marketing Partners programme last year, via which it endorses various agencies that can offer creative, content, campaign and measurement services to brands doing the TikTok thing. The latest additions all provide audio services of one sort or another because, let’s never forget, TikTok is – and I quote – a “sound-on” platform, and brands everywhere need help building “sound-on strategies” when using the super popular app as a marketing channel.

TikTok already has its own library of pre-cleared music that brands can use when making videos to go on the platform (definitely not to be confused with the main library of music within the TikTok app which is only for user-generated content).

But it is now also directing brands towards what it is calling its Sound Partners, which are: production music outfit Epidemic Sound, sync licensing platform Songtradr, DIY music distributor UnitedMasters, and three agencies that can create a brand some original music – or maybe even some “sonic brand identifiers” – those being KARM, MassiveMusic and The Elements Music.

“In addition to our Commercial Music Library – a pool of over 150,000 pre-cleared, royalty-free tracks sourced from emerging artists and top-tier music houses – we’re excited to connect brands with trusted partners who can help them leverage the unique potential of TikTok’s sound-on environment at scale”, says TikTok HQ.

The company’s Head Of Ecosystems, Melissa Yang, adds: “Sound is the universal language of TikTok, and brands need to embrace music and sound in order to show up authentically on the platform. Our new Sound Partners have a proven track record of helping marketers develop strategies for TikTok, and offer scalable options for brands of all sizes. We’re excited to see more brands tap into sound on TikTok and make meaningful connections with the community through creative, sound-on strategies”.