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Ole Obermann
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We will be enjoying more tunes from artists thanks to TikTok’s newest platform SoundOn. The “all-in-one platform for marketing and distribution” will showcase the talents of rising artists by broadening their influence. SoundOn will allow artists to upload music directly through TikTok, Resso, CapCut, and streaming giants such as Apple Music, Spotify, and Pandora, among others. “New artists and musical creators are a vibrant community within TikTok and SoundOn is designed to support them as they take the first steps in their career,” Ole Obermann, Global Head of Music at TikTok said, according to a press release. “Our SoundOn teams will guide creators on their journey to the big stage and bring the expertise and power of TikTok to life for the artist. We’re incredibly excited about how this will surface and propel new talent and how SoundOn will contribute to an increasingly diverse and growing global music industry.”
As TikTok receives bids from potential buyers like Microsoft and Oracle, it has announced its first music distribution deal with UnitedMasters. According to TechCrunch , the partnership will amplify TikTok’s ability to help music go viral. In addition, the deal will help indie artists distribute their music directly to music streaming services. “TikTok artists who are creating music in their bedrooms today will be featured in the Billboard charts tomorrow,” said Ole Obermann, global head of Music at TikTok. “Our mission is to help those artists achieve their creative potential and success. This partnership with UnitedMasters gives us a turn-key solution to help artists who are born on TikTok to reach their fans on every music service.” In the past year, already released tracks like Princess Nokia’s “I Like Him,” K Camp’s “Renegade,” and Rasheeda’s “Marry Me” have all exploded thanks to the app users’ funny remakes and dances. However, emerging artists like BMW Kenny (the voice...